Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors and different from the concept of brand awareness. Positioning is one of the most powerful marketing concepts.

Market positioning is a critically important part of marketing strategy since it determines to a large extent what customers perceive is being offered to them. This involves: Market segmentation (analysing the different parts of a market)

Positioning is a mental space in your target audience’s mind that you can own with an idea that has compelling meaning to the recipient. Effectively done, positioning quickly tells the recipient of your marketing message why they should care about your service, product, solution, technology or company.

Positioning statements are valuable, because they give a product or company an identity. The customer should be able to grasp what the brand, product or business is about. A good statement distinguishes the product from other products that might appeal to the same type of consumer or need.

The Positioning Statement definition is comprised of 4 parts; the target, the category, the differentiator, and the payoff. We’ll talk about these in summary below, but first, there is some work to be done. Before sitting down to write your PS, decisions must be made.

Product positioning is a very important tool for an effective marketing strategic planning. Product positioning creates an image of the company’s products in the mind of consumers, highlighting the most important benefits that differentiate the product from similar products in the market.

1. (1) Identifying the Competitors – A first step is to identify the competition.
2. (2) Determining how the Competitors are Perceived and Evaluated –
3. (3) Determining the competitor’s positions –
4. (4) Analyzing the Customer –
5. (5) Making the positioning Decision –
6. (6) Monitoring the position –

There are three standard types of product positioning strategies brands should consider: comparative, differentiation, and segmentation. Through these strategies, brands can help their product stand out by targeting the right audiences with the best message.

Positioning is a marketing strategy, also referred to as product positioning, which refers to how a brand wants to be perceived in the mind of customers relative to competing brands. The objective of a positioning strategy is to establish a single defining characteristic of a brand in the mind of the consumer.

What are the three main goals of positioning? Marketers use positioning to find a place for the product in the marketplace and to distinguish theproduct from competitors. The pricing, promotion, product development, and distribution strategies are all planned with an eye toward the competition.

Nike.com – “For serious athletes, Nike gives confidence that provides the perfect shoe for every sport”. This positioning statement from Nike is simple, direct, and tangible. It speaks to their target audience in a clear and concise manner.

There are five main strategies upon which businesses can base their positioning.

• Positioning based on product characteristics.
• Positioning based on price.
• Positioning based on quality or luxury.
• Positioning based on product use or application.
• Positioning based on the competition.

Market positioning is a strategic exercise we use to establish the image of a brand or product in a consumer’s mind. This is achieved through the four Ps: promotion, price, place, and product. The more detailed your positioning strategy is at defining the Ps, the more effective the strategy will be.

How to Create a Brand Positioning Strategy

1. Determine your current brand positioning.
2. Identify your competitors.
3. Conduct competitor research.
4. Identify what makes your brand unique.
5. Create your positioning statement.
6. Evaluate if your positioning works.
7. Establish an emotional connection with prospects and customers.

Adidas positioning statement : Adidas’ positioning is based on three strategic choices “Speed, Cities, and Open Source” Speed – How we deliver: Deliver customers with fresh and desirable products where and when they want them.

It aims to exceed customer expectations by adapting its product portfolio to meet the changing needs of consumers. It is this focus on its customers, teamed with product and marketing innovation, that plays a key role in adidas’ success.

Apple Positioning Statement: Apple emphasizes technological research and advancement and takes an innovative approach to business best practices — it considers the impact our products and processes have on its customers and the planet.

Adidas uses a proper mix of Online and Offline channels for its promotion. Offline Channels: Adidas uses Television ads, Events sponsorships, OOH promotion to its best to reach out to customers. The brand also has tie-ups with leading sports personalities to promote their products.

The two biggest takeaways from Adidas success are their focus on their consumers and Adi Dassler’s passion for improving the quality of equipment for athletes. Through the whole span of their brand, they also used effective partnerships to build their brand image and to build trust with their consumers.

Adidas is the Badge of Sport It is Adidas’ goal to be the foremost athletic brand in the world. Therefore, everything they do is rooted in sports. The brand mark, according to Adidas, “Is the sharp end of our spear, seen on innovative products, as well as with the world’s best athletes, teams, and events.”