One of the most important tasks of a marketing professional or business owner is determining what position in the market you are going to take. Once you have decided what position you want the other tough task is to get that position into your prospect’s mind.
A large challenges you have is that your competition may want to occupy that sames space. First, this is a mistake – be different.
The whole point of a position is so that your customers have a place to put you in their mind. Humans naturally love to categorize things. Without a place in your prospect’s mind you’re just another business and most likely a struggling one at best. However, this challenge seems to have perplexed many organizations today since many new products and services are simply me-too renditions of the leader in that position.
That being said it is possible to create your own space even in a crowded marketplace.
Case in Point
Energizer® vs. Duracell®
The competition between these two brands has been around since the beginning of time. Okay, maybe not that long, but these two behemoths have been battling it out for a while.
Here’s how I see each organization as it is positioned.
In my opinion, feel free to argue this in the comments, Energizer® takes the long lasting route while Duracell® takes the reliable route. They achieve this by effectively communicating to their target audience via mass media advertising and other marketing initiatives.
What I want you to notice is that each brand is going after essentially the same group of customers with basically the same message – our batteries are the best and longest lasting.
Do you notice the subtle difference?
Both brands have created a position that makes it possible for each to attack the same market but be different enough that they don’t encroach on each others space.
Positioning is a tough task but every brand, company and organization must find its own place. The benifits far outweigh the work you have to put in to find and create the right space in your prospect’s mind.