A good marketing strategy is essential for a successful communication campaign. The core of the marketing strategy is the positioning and alignment of the product lifecycle. There are different types of positioning: informational and transformational positioning, dual positioning and performance positioning. Which positioning and communication strategy that is chosen is dependent on the product lifecycle.
Positioning is the position of a mark with respect to other marks in the perception of the consumer. First, to determine how consumers categorize the market and what products are competing.
There are different types of positioning: positioning informational, transformational positioning, dual positioning and performance positioning. What kind of positioning is appropriate for the brand depends on the target audience and the stage in the product life cycle which finds the product or service.
When positioning the informational benefits of the use of a mark to be attached to the functional properties of a product. This positioning strategy is widely used in new products and products with a problem-solving character.
Transformational positioning, also called image ?? lifestyle or said positioning, means that the benefit of a mark to be coupled to the values or lifestyle of the consumers. The brand represents the value for the consumer. This positioning strategy is often used for products and brands that you use for your enjoyment, such as soda, or products that are homogeneous in the eyes of consumers.
For double-sided positioning the functional product characteristics both with product advantages associated with consumer values. This positioning is thus a combination of informational and transformational positioning.
Positioning performance is a position from the execution of a campaign. Positioning performance is often used in highly competitive markets. The brand is then linked to a symbol or element. One example is the KLM symbol: a swan.
Successful campaigns have in common is that they are consistent and distinctive in their message. Positioning may not evoke misunderstandings.
A company that wants to bring a new product on the market, the market should develop itself. The communication objectives are first and foremost requirement category, brand awareness and brand knowledge. The communication strategy should convey the essence of the product, ie the important properties.
If it is a new brand, the product can pay attention to the psychosocial meaning, for example, by associating the brand with a certain lifestyle.
In the growth phase, the marketing should focus on defending its own position against attacks from the competition. The brand must distinguish itself from other brands. This can be done by highlighting the distinct functional benefits, but also by the addition of psycho-social significance to a brand.
A brand from the mature phase of the product life cycle has to deal with intense competition. Again, there are different strategies:
Increase high brand recall
Better performance than other brands emphasize
Emphasize the same performance at lower price
Product improvements emphasize
Strengthen Psychosocial meaning
The brand is in the final stage of the product lifecycle. One can further develop the product, develop the market by tapping into new audiences, or to suggest using moments, but it is also possible to reposition the product.
The product can be customized so that the consumer brand like new experiences. This is not a successful strategy, as evidenced by the practice. It is also possible to increase new applications to raise awareness, frequency of use and attract new audiences.