« Back to Glossary Index

Positioning refers to the position that a product or brand occupies in the minds of consumers. This position varies according to specific factors that can be subjective or objective. These factors are, for example, the price and the characteristics of the product compared to those of the competitors.
To implement a marketing positioning strategy worthy of the name, you must :
– Determine the differentiating factor of your marketing offer. This is the main advantage that the product or service offers over that of competitors in the market,
– highlight this competitive advantage through a catchphrase that captures the audience’s attention,
– carry out a positioning mapping. Mapping consists of mapping the positioning of your competitors on the market. Taking into account you r strengths and weaknesses, determine your place in the market. Finally, reinvent your strategy to meet the different expectations of consumers.