Positioning Term Paper Example | Topics and Well Written Essays - 1000 words

Positioning - Term Paper Example Thus, it can be said that positioning is the way to stimulate customers’ awareness regarding a brand and place a rich, exclusive, and beneficial insight for the brand in the mind of people (Oxford University Press, 2011). Why Organizations Opt for Market Positioning A successful organization must be aligned closely with the target customer segments in the existing markets as well as in the emerging markets. Organizations which can forecast the market tendencies and form positioning strategies accordingly possess the best prospect for long-term success. The prime reason for an organization to call for market positioning is to achieve competitive advantage by creating a favorable base of rivalry. Through positioning organizations can encourage customers’ awareness and belief regarding a brand and make a clear understanding about the benefits and worth they will get for purchasing the brand. Thus, companies can create competitive advantage over the competitors through effe ctive implications of positioning strategies (Njuguna, 2009). The other reason for market positioning is that, it can help to differentiate the product by communicating some unique benefits over the similar products served by competitors. Thus, other competitors and people will view the product as innovative assisting the organization to express itself as unique and dissimilar from other organizations. Subsequently, the organization shall attain higher competitive advantages through brand recognition. Therefore, the objective to attain competitive advantages over the rivals can be termed as one of the major and core reasons for organizations to implement this strategic alliance (Sengupta, 2005). Successful Market Positioning Market positioning denotes how customers consider a product and its contribution in contrast to other products. For making a successful positioning there is need to recognize the way for changing customers’ awareness through improving, strengthening, or p rotecting the position of organization in the market. Market positioning must be addressed appropriately because it is the only method to stabilize the misconception produced by ineffective communication channels. A complete message given in right time and in right place is a beneficial way for successful positioning of an organization (Perreault & McCarthy, 2006). Positioning in organization begins with product. Positioning becomes much vital when two or more brands in market look similar to each other. For instance, several customers believe that there is little difference in the LED television models of different brands. While, Sony wants to generate awareness in the mind of customers to consider that their LED television provide clear, lively and detail picture compared to other brands by their unique ‘X-Reality pro Engine’ (Sony Electronics Inc, 2011). On the other hand, Samsung wants to position their LED televisions with the features of innovative picture quality , consumer of lesser electricity and equipped with internet connectivity features by their unique ‘Backlight Technology’ and higher processor speed (Samsung, 2011). Communication ensures to create a positive image about a brand in customers’ mind. Positioning must be combined with the activities of market segmentation because it lets for more laborious tactic which