I 10 MINUTE READ I GET PDF VERSION I
There’s a lot of misconception surrounding positioning. Everyone has differing ideas and opinions about what it is.
Which is why it’s important that we firstly define what we mean by positioning in marketing.
Positioning in marketing is very similar (sometimes the same) as positioning in business.
For a company that sells a solitary product or service (eg. web hosting), positioning is the same regardless of the product or business.
However, if you're a company with multiple brands and sub-brands (such as Coca-cola), then positioning will be different for each brand as well for the company itself.
Why? Because the company has different products, but more importantly, they have different customers.
Commonly, there’s also confusion about what positioning is and what its not. For instance, it’s irrelevant whether you have a positioning strategy or not: positioning exists regardless.
Hence the need for a positioning strategy, rather than letting your market position happen by accident.
Your positioning will form the foundation of your marketing.