Positioning

Mastering Positioning: Is your market strategy driven by research or guesswork?

Positioning is one of the most crucial aspects of any marketing strategy, as it represents the final direction that a brand or product must take to secure a distinctive place in the minds of consumers. In other words, it is the definition of how a brand wants to be perceived and how it desires to be recognized by its audience.

To reach this point, a deep understanding of the target audience, the distinctive characteristics of the brand and it's values is essential.

This is where market research comes into play, providing the tools and information necessary to craft a winning positioning strategy.

The target audience

The foundation of every positioning strategy is understanding the target audience. Market research allows for the segmentation of the market and the precise construction of the target using Big Data.

By utilizing information collected from various sources (such as social media, market research, purchasing data, and behavioral insights), personas can be created: detailed and personalized representations of consumers that go beyond traditional demographic categories.

Defining the target in advance also means using the base of people who already buy the brand’s products or services, analyzing data to understand common traits among current consumers. But it doesn’t stop there: market research also helps identify new audience segments that may be potentially interested, expanding the scope of possibilities.

For example, Big Data can provide details on purchase frequency, consumer preferences, online behavior and product opinions, elements that help profile the target in a much more concrete way.

Market research enables moving from an abstract definition of the audience to a more tangible and targeted one, improving the effectiveness of marketing strategies and, consequently, positioning.

The Brand and its distinctive characteristics

Every brand has specific characteristics that make it unique and positioning is the process through which these distinctive traits are defined. Market research plays a key role here as it helps to understand how the market perceives the brand and how it differentiates itself from competitors.

Positioning, in fact, is not only about functional differences between products but also about how consumers perceive the brand's values.A brand can communicate values such as sustainability, quality, or innovation, but market research helps understand how these values resonate with the target and how they can be used to strengthen positioning.

For example, think of Scottex, which has become synonymous with toilet paper for many consumers. This product-brand association is the result of a well-structured positioning strategy, supported by market research that highlighted the product's strengths in relation to consumer needs.

In other cases, some brands are more versatile, offering a wide range of products.

Values, representation and differentiation

Positioning goes beyond defining a product's functional characteristics. It also includes the existential values that the brand can represent. Market research helps identify which values are most significant for the target audience and how these values can be integrated into brand communication.

For example, a product like a bottle of Coca-Cola can serve to quench thirst, but it can also be associated with moments of socialization, happiness, and togetherness.

Also differentiation is a key element in brand positioning. A product may have multiple distinctive features, but to stand out, these need to be perceived as a special advantage by the consumer. Market research allows for identifying what makes a product unique compared to competitors by analyzing preferences, needs, and consumer perceptions.

Coca-Cola, for example, is not just a refreshing beverage; it has become a symbol of a collective experience.

This type of positioning arises from an in-depth understanding of the target, allowing for the identification of the emotion associated with consuming the product, going beyond mere functionality.

Personalizing communication

Defining a specific target is not just about identifying a demographic group but also about crafting a communication that resonates with the audience. Every decision made in the positioning process is influenced by how the brand intends to engage with its audience. Market research helps define how a brand interacts with its recipient, from the words used in advertisements to the tone of communication.

In this sense, each message is built around the constructed recipient, or the ideal consumer the brand envisions reaching. For example, if a brand is targeting a young, dynamic audience, it will do so with language and visual approaches that reflect that target. Market research is critical for understanding how to engage with the audience, identifying the most effective communication preferences and channels.

Ultimately, positioning is the result of a thorough analysis of the target audience and the product's characteristics, but it is also a process that requires a deep understanding of the market, the brand’s values, and consumer expectations. Only with in-depth market research can a brand’s positioning ensure that it not only resonates with its audience but also becomes a distinctive force in today’s competitive market.