Four Potential Risks in Marketing Positioning

[Mimaktsa10]

Threats in marketing in differentiating a company from its competitors:

Limiting the potential customer base if the brand specializes too narrowly, which may become an obstacle to increasing profits or market share.

The danger of a poor choice of strategy is that if it does not meet the requirements of the market positioning, marketing attracts only a limited number of consumers and does not provide sufficient income for the company.

Inconsistency of marketing tactics with changing requirements of the target audience, which can lead to loss of customer loyalty and losses for the company.

There is a need for effective management of advertising and promotion costs, especially when the strategy of differentiation from competitors requires the involvement of additional marketing channels and resources.

To successfully achieve goals, the jamaica email list key factor is the adequate formation and timely adjustment of the positioning strategy in order to minimize risks.


Typical positioning errors
The main shortcomings in the strategy of differentiating from competitors:

Underpositioning
This is a flaw that prevents customers from fully understanding the product's features. This happens because the criteria for differentiating from competitors are chosen incorrectly or are too general, obvious and clear (for example, when they think that the statement "we only have fresh products in our store" makes the company stand out, but in fact it is just one of many similar ones, and it is difficult to imagine how exactly it differs from competitors).

Repositioning
A narrow definition of consumers, resulting in a limited point of sale (e.g., claiming to be a "professional chef's store" even though its product range includes quality kitchenware that home cooks can also purchase).

Controversial positioning
Using statements that are not true (for example, “everything is at affordable prices” in a store where the cost of goods is above average).

Sophisticated positioning
Using multiple, often contradictory, statements at the same time (e.g. “the cheapest” and at the same time “for connoisseurs of premium goods”).

When developing a positioning strategy, it is important to realize that it is not just a hackneyed framing phrase or an empty promise. This image must reflect real features and be present in every aspect of the marketing mix.