About this lesson
Before you start spending money on marketing, you need to decide where you want to position your company. Positioning comes before pricing decisions, marketing tactics and locating your business. In fact it comes before everything.
When you're positioning you can choose from two opposites:
Try to be in one of these groups in relation to your immediate competition. There are more successful companies at the high end charging top price, and more at the low end providing cheaper volume than there are companies in the middle.
Try to avoid getting caught in the middle: an average business charging an average price often ends up being just plain mediocre.
How much does it cost?
These lessons are provided free by New Zealand Trade & Enterprise.
Why you should do it
It's extremely difficult to change the perception people have of you. If customers position you incorrectly then you will have a hard time convincing them otherwise.
Who should complete it
Small business owners that want to make sure customers know exactly where they are positioned in the market (or those that want to change their previous position).
What you will end up with
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A tactical plan of how to increase the chance that customers know exactly how you are positioned against the competition so they can make a clear choice.
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An example of an advertisement that emphasises position.
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A template to help determine your position against your competition