Types of Positioning in Marketing - Updated By Trends
Positioning is the backbone of any successful marketing strategy. It’s how a brand differentiates itself and builds a unique identity in the minds of customers. There are various types of marketing positioning that businesses use to stand out, each tailored to their goals and audience.
In this blog, we’ll explore the most common types of positioning, with examples to make it clear and engaging.
What is Positioning in Marketing?
Positioning in marketing is all about defining how customers perceive your product or brand compared to competitors. It highlights the unique value your business offers. For example, Nike is known for inspiring motivation and excellence, while Walmart is recognized for affordability.
Understanding the different types of positioning can help businesses effectively communicate their strengths and attract the right audience.
Why is Positioning Important?
A survey by Nielsen found that nearly 60% of consumers prefer buying from familiar brands. Positioning helps create that familiarity by showing customers exactly what your brand stands for.
With effective positioning, businesses can:
- Stand out in crowded markets.
- Attract their target audience.
- Build long-term loyalty and trust.
Now, let’s look at the different types of marketing positioning.
1. Price-Based Positioning
Price-based positioning is when a company emphasizes its affordability compared to competitors. This strategy is often used by budget-friendly brands targeting cost-conscious customers.
Example
Walmart is a classic example. Its slogan, "Save Money. Live Better," highlights its commitment to offering low prices.
Who Should Use It?
Brands with the ability to maintain low operational costs without compromising too much on quality.
2. Quality-Based Positioning
This type of positioning focuses on being the best in terms of quality. It appeals to customers willing to pay more for superior craftsmanship, durability, or performance.
Example
Apple positions its iPhones as high-quality, innovative products. Its sleek design and advanced technology justify its premium price.
Who Should Use It?
Luxury brands or businesses offering premium services/products that stand out for their quality.
3. Benefit-Based Positioning
In benefit-based positioning, companies focus on the specific advantages their product provides. This could include solving a problem, saving time, or improving efficiency.
Example
Colgate markets its toothpaste as a solution for cavity prevention and fresh breath. These benefits make it a trusted household brand.
Who Should Use It?
Brands that have a clear, standout feature or benefit to offer.
4. Niche-Based Positioning
Niche-based positioning targets a specific audience or market segment. This type works well for businesses with specialized offerings or unique customer bases.
Example
TOMS Shoes caters to socially conscious consumers. For every pair of shoes purchased, the company donates a pair to someone in need.
Who Should Use It?
Brands with a well-defined target audience or a unique mission.
5. Competitor-Based Positioning
Competitor-based positioning involves comparing your brand directly to competitors and highlighting why you’re the better choice.
Example
Pepsi often positions itself as a cooler, more youthful alternative to Coca-Cola in its advertising campaigns.
Who Should Use It?
Brands operating in highly competitive markets where differentiation is essential.
6. Emotion-Based Positioning
Emotion-based positioning focuses on building a connection with customers by appealing to their feelings or values. It’s about creating a brand personality that resonates deeply with the audience.
Example
Nike’s “Just Do It” campaign inspires determination and empowerment, making it a favorite among athletes and fitness enthusiasts.
Who Should Use It?
Brands looking to foster strong emotional bonds and loyalty with their audience.
7. Problem-Solution Positioning
This type addresses a specific problem customers face and offers the brand as the solution.
Example
Slack positions itself as the ultimate tool for improving team collaboration and productivity, solving communication challenges in workplaces.
Who Should Use It?
Brands offering innovative or practical solutions to common problems.
8. Use or Application-Based Positioning
This strategy highlights a product's specific use or application to make it more relatable to the audience.
Example
Gatorade is marketed as the go-to drink for athletes looking to stay hydrated and replenish electrolytes after intense workouts.
Who Should Use It?
Brands with products that serve a particular function or scenario.
9. Cultural Symbol Positioning
In this type, a brand becomes a cultural icon, representing certain traditions, values, or lifestyles.
Example
Harley-Davidson is a symbol of freedom and rebellion, appealing to motorcycle enthusiasts worldwide.
Who Should Use It?
Brands aiming to build a deep, cultural connection with their audience.
10. Service-Based Positioning
Service-based positioning highlights the quality of customer service as the key differentiator.
Example
Zappos is well-known for its exceptional customer service, including fast shipping and free returns, which helps it stand out in the e-commerce space.
Who Should Use It?
Brands in competitive industries where excellent service can tip the scales in their favor.
Benefits of Using the Right Positioning Strategy
Choosing the right positioning type can bring several advantages:
- Better Customer Loyalty: Customers are more likely to stick with brands they relate to and trust.
- Increased Revenue: Well-positioned brands can often charge premium prices. For example, Apple’s strong positioning allows it to dominate profits in the smartphone market.
- Stronger Brand Identity: Positioning helps create a clear and memorable brand image.
- Competitive Edge: By standing out, you can attract customers even in crowded markets.
Examples of Positioning in Action
1. Tesla
Tesla’s positioning as an innovative, environmentally friendly brand has made it a leader in the electric vehicle market. By focusing on sustainability and cutting-edge technology, it attracts eco-conscious consumers.
2. McDonald’s
McDonald’s positions itself as a family-friendly and affordable restaurant, making it a top choice for quick meals worldwide.
3. Amazon
Amazon’s positioning as the most customer-centric company ensures its dominance in the e-commerce space. Its focus on convenience, variety, and fast delivery has earned customer trust.
Conclusion
Understanding and implementing the right type of marketing positioning can transform your business. Whether you focus on price, quality, emotions, or niche markets, a strong positioning strategy will help you stand out, attract the right customers, and build lasting loyalty.
Start by analyzing your audience and competitors, and choose a positioning type that aligns with your brand’s strengths. Remember, the clearer your positioning, the easier it will be for customers to recognize and trust your brand.
FAQs
What is marketing positioning?
It’s how a brand or product is perceived by customers compared to competitors.
What is an example of price-based positioning?
Walmart emphasizes low prices to attract budget-conscious shoppers.
Which positioning type is best for luxury brands?
Quality-based positioning works best, as it highlights superior craftsmanship or premium features.
Why is emotion-based positioning effective?
It builds strong emotional connections, fostering loyalty and long-term relationships with customers.
Can a brand use more than one positioning type?
Yes, some brands combine multiple strategies to appeal to different customer needs and preferences.
Comments on “Types of Positioning in Marketing - Everyone Should Need To Know”