3.2 Positioning concept of the company
The main two supportive functions of Marktune services are research and branding. Different kinds of research will be implemented in Saratov Branch Office of the company. Branding activities will be done in Moscow Head Office and require a lot of promotional efforts. Positioning model is introduced in Figure 8.
Control
Local market Other regional markets
Evaluetion
Marktune services
Figure 8. Positioning model
Marktune services are helpful to create, modernize and promote new products in local and regional markets when old products become obsolete or new product niche arise. Product and Services Positioning implies creating and implementation of new product plan and includes steps that will be made on the market. High quality services control function in form of process supervision should be implemented.
Marktune evaluates and plans personnel, financial and production resources contributed to the new service launch. Positioning maps and advertisement campaigns released for a local and other regional markets.
Controlling procedures for research, advertisement and efficiency of product/service positioning activities established to guarantee the quality and attainability of results.
Positioning services
Positioning is a key concept of the development of an effective marketing strategy. Companies develop and implement positioning differentiating one’s own product/services from other competing entries in the market. Enterprises spend great amount of valuable resources in many kind of media. Positioning creates advantages of different or even unique launch of products/services in the marketplace.
It’s generally accepted that to reach the leading position in new segment is easier then to remove from the first place in existing segment26. For this reason positioning is so vital for the companies.
For deeper understanding of positioning techniques company should be acquainted with points firstly introduced by Ries and Trout27:
- positioning is not what to do to a product but what to do to mind of the customer. Position could be described as organized system for finding a window in the mind. The communication efforts of the company there should be timely and quality focused.
- when company spends large resources on the advertisement campaign, strategy is king. In case of positioning it is not enough to invent or discover something. It may not even be done. However, product’s concept must be first to get into the customer’s mind. Company should find look for the hole and must have the ability to think in reverse, to go against the grain.
- if a company does not get into the mind of your prospect first (personally, politically, or corporately), then a company has a positioning problem.
Thus, the companies cannot expect “sales burst” unless they position themselves early and clearly in customers’ minds.
James H. Myers28 distinguishes tree the most general product/service competiveness in positioning: product superiority, when a product or service is clearly superior to those of the competitors in many important ways; product differentiation – a product or service have one or more specific features that are superior to the competition in products, and product parity – parity products and services have no essential differences from one to another.
The positioning services of the Marktune are especially important in parity markets. New approach in advertising intends to create a difference for a client’s brand. The accents in advertisement might have slight rational difference, but they can be very effective in establishing a desirable image in the consumer’s mind.
Marktune research services:
The primary task in product positioning is to find the right hole in the customer’s mind at the right time. For this reason company offers essential research services: a) to find uniqueness of the customer services, to find niche that is not yet occupied; b) estimate importance/desirability of differences for a customer products and to find the right futures that will turn prospects into buyers; c) confirm believability of the positioning claim in form of consumer tests, customer satisfaction ratings, customer reports, that presents evidence that a newly positioned product preferred on some basis of the others. Marktune builds outstanding methodology for serving clients’ needs and reaching management targets.