We continue with the sixth installment of the series “how to create a digital marketing plan step by step”. Last week, the post had as its central theme the identification of competitive advantage. On this occasion, the title of the post is “Positioning Digital Marketing Plan” Finally, if you missed the previous articles in that series, how to create a digital marketing plan step by step, you can read them in the following links: Introduction to the Digital Marketing Plan Structure of the Digital Marketing Plan Digital Marketing Plan: Situation Analysis THE Digital Marketing plan: SWOT, CAME and Cross SWOT Analysis Digital Marketing Plan: Competitive Advantage WHAT IS BRAND POSITIONING? The term positioning dates from 1969 and was first defined by Jack Trout in an article called “Industrial Marketing.” In 1982, Jack Anguilla Email List Trout and Al Ries published a magnificent book on the subject: “Positioning, the battle for your mind” which was a global success. Currently, the most accurate definition of brand positioning that we can find is the following: Positioning is the place that a brand occupies in the mind of the consumer. TYPES OF POSITIONING We can define different types of positioning: Price Quality Competence There are other types of positioning, but I don’t want to make a post too long and I prefer to spend more time on the digital section. POSITIONING BY PRICE In the previous post we saw the relevance of identifying the competitive advantage and defining a strategy according to that advantage. Remember that we have 3 possible strategies: Cost leadership Differentiation Focus Therefore, if your company has chosen a Cost Leadership strategy, you will have to orient your positioning to price.
If the market is demanding lower prices and is in a position to offer them, don’t think twice and orient your positioning to offer the lowest possible prices. As an example, a company that has a clear positioning by price is Amazon. POSITIONING BY QUALITY If the product or service you are offering has attributes and benefits that our competitors do not offer, you will be able to obtain a brand positioning for quality. Keep in mind that there is no point in competing on price if your brand is offering a unique value proposition. For this reason, it is very important to detect your USP (Unique Selling proposition) in order to define the strategy. From this point on, you Btoc Database must decide if you are going to opt for a differentiation or focus strategy. As we saw in the post about competitive advantage, the difference between one and the other is based on market segmentation. In the differentiation strategy you are going to target a wide market segment. On the other hand, the focus strategy aims at a much more specific and defined market segment. POSITIONING BY COMPETITION In this case, it is fundamentally a matter of comparing our brand with competitors in order to highlight certain attributes or benefits. In a certain sense, it is an evolution of quality positioning, which focuses its communication model on constant comparison with competitors. Some brands like Don Simon or Apple have used comparative advertising with success. If you want to see several examples of comparative Apple advertising you can do it through this interesting and fun video: Finally, if you plan to use comparative advertising, you should take the current regulations very seriously, which in Spain are quite restrictive.
It should be noted that this type of advertising is regulated in Directive 2006/114 / EC of the European Parliament and of the Council, of December 12, 2006, on misleading advertising and comparative advertising. Finally, in Spain we have Law 34/1988, of November 11, General Advertising and Law 3/1991, of January 10, Unfair Competition. If you want more information about it, you can read the following article: Legal aspects of comparative advertising. THE POSITIONING MAP One of the fundamental tools of Marketing is the Positioning Map. It is a marketing analysis tool that serves to graphically represent the situation of a company, brand or product with respect to the competition. WHAT IS A POSITIONING MAP? The positioning map helps us determine our current position with respect to the competition, with the aim of adopting the appropriate marketing strategies that allow us to achieve the established objectives. To do this, we can use multiple variables to create the positioning map of our brand or product: Quality Profits Price Problem solving Status Innovation Easy to use HOW TO MAKE A POSITIONING MAP? A positioning map has two axes, each of which will reflect two variables that we must pre-select to make the comparison of brands. Let’s take as an example, that our variables are “quality” and “price”: On the horizontal axis ( X axis or abscissa axis) we use the variable “quality”: the further to the left, the lower the quality; the further to the right, the higher quality. On the vertical axis ( Y axis or ordinate axis ) we use the variable “price”: the higher it is, the higher the price; the lower the price, the lower.