What is market analysis and positioning?

Market Positioning Analysis What is market positioning?

After the scope of the target market is determined, the enterprise will have to position itself in the target market. Market positioning refers to a comprehensive understanding of the enterprise, analyze the position of competitors in the target market, to determine how their products approach the customer's marketing activities.　　Market Positioning (Market Positioning) is an important marketing concept put forward in the 70s by the American school Al Rice. The so-called market positioning is the enterprise according to the competition of similar products in the target market, for the customer on the product of certain characteristics or attributes of the degree of importance, for the enterprise products to create a strong, distinctive and different distinctive personality, and its image vividly conveyed to the customer, to seek customer acceptance. The essence of market positioning is to make the enterprise and other enterprises strictly differentiated, so that customers obviously feel and recognize the difference, so as to occupy a special position in the minds of customers.

Market positioning analysis What is market positioning?

Market positioning can be divided into repositioning of existing products and pre-positioning of potential products. Repositioning an existing product may result in changes to the product name, price, and packaging, but the purpose of these cosmetic changes is to ensure that the product leaves a worthwhile image in the minds of potential consumers. The pre-positioning of a potential product requires the marketer to start from scratch so that the product's characteristics do fit the chosen target market. When a company carries out market positioning, on the one hand, it is necessary to understand what kind of characteristics the competitors' products have, on the other hand, it is necessary to study the degree of importance that consumers attach to the various attributes of the product, and then analyze it according to these two aspects, and then select the characteristics of the company's products and unique image. The content of market positioning 1, product positioning: focusing on product entity positioning quality / cost / features / performance / reliability / usability / style / - - - 2, corporate positioning: that is, corporate image shaping the brand / - staff capacity / knowledge / speech / credibility 3, competitive positioning: to determine the enterprise relative to the competitors in the market position, such as the seven joy soda in the advertisement that it is "non-Coke" drink, implying that other cola drinks are not "non-Coke" drinks. For example, Seven Happiness soda advertises that it is a "non-cola" drink, implying that other cola drinks contain caffeine, which is harmful to consumers' health. 4, consumer positioning: to determine the enterprise's target customer base Another way of saying product positioning, target market positioning, competitive positioning

How to write market analysis and market positioning

First: product source. Process. Channels.

Background. Advantage analysis. Improvements to be made. Focus: Audience~. Horizontal analysis Vertical analysis Diffuse analysis

Product positioning, target market selection and market positioning, what is the difference between these three?

Concepts and meanings to go online search there, specifically their differences are:

Product positioning is included in the market positioning, target market selection is a prerequisite for market positioning, market positioning to be carried out according to the target market, which is known as STP target marketing;

But the first step you did not ask, that is, the S, S is the market segmentation, T is the target market selection, P is market positioning (including product positioning) This is a conventional target marketing strategy development, referred to as STP

How to do product market research and positioning

After determining the target market, the enterprise should be for the development of the target market market market positioning, that is, the enterprise according to the degree of importance of the consumers or users of a certain product attributes and the competitive target market The situation, to the product and specific marketing mix to determine a competitive position. The basic means of product positioning is to segment the overall market, choose the most advantageous areas of the enterprise as their own target market, within a certain range to limit its customers and competitors, according to which the development of a detailed marketing mix program.

In market research, there are two main types of research: quantitative research and qualitative research. In the survey, the investigator either for the analysis of consumer purchasing behavior, such as: buying psychology, buying role, price sensitivity test, information acquisition channels and other investigations; either for competitors, dealers, retailers, the main purpose of the survey is to grasp the competitor's business situation, understand the market share, predict the market outlook, in order to find market seams, from the dealers and retailers to obtain their perceptual understanding of the market, to obtain the information on the market, and to obtain the information on the market. The main purpose of the survey is to know the competitors' business situation, understand the market share and predict the market prospect, so as to find the market gap and get the dealers' and retailers' perceptual understanding of the market and obtain first-hand information. Enterprise products in the market positioning before, usually to develop the implementation of market positioning strategy, generally includes six steps: 1. Determine the evaluation criteria used by consumers of a certain product, which is the fundamental basis for the enterprise to develop market positioning strategy. 2. Determine the channels through which consumers or users receive market information. 3. Understand the competitors' market positioning strategy to determine the position of enterprises and their products in similar products. 4.

Design and manufacture of products into the market in the appropriate position. 5. Develop appropriate promotional measures. 6. Information feedback, appropriate adjustments to the market positioning strategy. For example: the world-famous detergent manufacturer P & G company in China before entering the laundry detergent market, in order to promote its products in China to find the most personalized market positioning, spending millions of dollars to ask Guangzhou City, a scientific research and intelligence on China's laundry detergent market and consumer demand for a detailed market research and analysis of the situation. Then, according to China's national conditions, the launch of the clothing to see the light of the blue wave of laundry detergent. Compared with other products in China at that time, the formula of this laundry detergent included highly efficient multi-enzyme additives and foam regulators, which made Biron's laundry detergent highly capable of cleaning a wide range of stains, thus eliminating the need to use Collar Cleaner and Grease Cleaner, and the foam regulators produced moderate foam during washing, which made it comfortable to the touch and ideal for rinsing. At that time, this product undoubtedly realized the breakthrough leap of laundry detergent, and now the status of Biron's laundry detergent in China's laundry detergent market has been witnessed by everyone ****. It can be seen that the product market positioning is correct or not, is the enterprise can open the market, the key to occupy the market, of course, this also needs the enterprise's entire marketing mix strategy to complete at the same time. When the market positioning strategy to determine and put into practice, but also timely market tracking surveys to understand the consumers or users of the enterprise market positioning strategy to reflect the business results, in order to find problems and adjust the strategy in a timely manner. New product listing talk about depth of distribution: Some western scholars have conducted research and statistics,

The success rate of new product listing is generally about 10%. Although, there are many factors affecting the success of new product launches, such as insufficient market research and analysis or poor design and quality of the product itself. Among them, do not understand the laws of marketing, marketing activities are not enough (especially the depth of distribution of new products is not enough) is an important factor. 1, the depth of product distribution of the actual operation of the following points: A, the division of market areas, subdivided product distribution range. By the distribution of their respective retail outlets under the jurisdiction of the implementation of carpet visits, the use of methods such as posting POP to the outside world to introduce the characteristics of the product and sales policy. B. Select and persuade customers with good reputation and sales potential to operate our products. C. Implement comprehensive sales management, implement the return visit system from time to time, keep abreast of the sales situation, deliver goods on time, and return payment in time. D. After a certain period of deep distribution, eliminate the inferior sales outlets and keep the better sales groups. E, the depth of distribution to a certain extent, after the organization of systematic market research, for the next stage of marketing decisions to provide a basis. 2, the depth of distribution, through the implementation of block division, zoning package dry, can guarantee the distribution of sales outlets uniformity and density. At the same time, through face-to-face product publicity, the company's distribution staff acted as a live advertisement and the role of volunteer advertisers. 3, in the depth of the distribution process, through the screening of excellent, eliminating poor-quality outlets, you can ultimately start all kinds of wholesale markets

. At the same time, the distribution staff to deliver goods to the door, introduce products, answer customer inquiries, face-to-face problem solving, can realize the full range of services. 4, of course, we also need to understand that not all types of products are suitable for deep ......

Target customer analysis, market positioning analysis, determine the difference and connection between the three

Target customer analysis: the age level of the target customer, gender, consumption habits, hobbies, and so on.

Market positioning analysis: product market share, competitors, market conditions, advantages, disadvantages. And so on

Determination of objectives: to determine the need to achieve the plans and objectives, can be an individual, department or the organization as a whole the desired results.

Product positioning five-step product positioning five-step analysis

Target market positioning is a process of market segmentation and target market selection, that is, understand for whom to serve (Who). In today's market segmentation, any company and any kind of product target customers can not be all people, for the process of selecting target customers, the need to determine the criteria for market segmentation of the overall market segmentation, evaluation of the segmented market, and ultimately to determine the selected target market. Target Market Positioning Strategies: - Ignore the differences and offer only one product for the whole market; - Emphasize the differences and offer a different product for each sub-segmented submarket; - Select only one sub-segmented submarket and offer the corresponding product. Positioning of a company's product testing is the product idea or product testing of a company. That is, to determine what kind of products the company offers or whether the products offered meet the needs (IF), the segment is mainly to carry out the design or improvement of the company's own products. Through the use of symbols or physical forms to demonstrate the characteristics of the product (undeveloped and developed), the consumer's understanding, preference, and acceptance of the product concept is examined. This part of the test research needs to be explored in depth from the psychological level to the behavioral level. To obtain the overall consumer acceptance of a product concept. Content hints: - Examination of the interpretability and dissemination of the product concept; - Analysis of the degree of market development of similar products: - Analysis of the correlation between the positioning of product attributes and consumer demand: - Analysis of the consumer's choice of purchase intention. First of all, it is necessary to analyze the correspondence between product concepts and customer perception and acceptance, and for a given product or concept, mainly examine its interpretability and spreadability. Many successful entrepreneurs are not necessarily the developers of new products, but the definers and promoters of new concepts. Secondly, the analysis of the market development degree of similar products, including the level and depth of product penetration, the market performance of major competing brands has been developed, the degree of consumer development, the market competition gap opportunities, used to measure the degree of product concepts can be promoted and favored. There is a level of deepening here from credibility to favoritism. Sometimes, the entire industry will face a crisis of consumer trust, when the launch of new products are faced with the product concept is not trusted and not recognized the crisis. Again. Analyze the actual meaning of product price and function and other product attributes positioning and consumer demand. Because the acceptance of the product concept and understanding of the degree of high, if there is no demand for the product. If the function of the product is not precisely to meet the needs of consumers in a certain area, or consumer demand for such a product to give a lot of good to meet the concept of this product is still difficult to have a good market prospects. By correlating the factors affecting product positioning and market demand, adjustments are made to the product design, development and commercialization process. Finally, to explore whether consumers may transform psychological acceptance and demand into behavioral purchase and use, i.e., to analyze consumers' choice and purchase intention, in order to measure the final effect of the enterprise's own product positioning. For the enterprise's own product positioning link, this level includes new product development research, concept testing, product testing, naming research, packaging testing, product price research. Marketing mix positioning that how to meet the needs (How), it is the process of marketing mix positioning. After determining to meet the needs of the target customer and the products offered by the company, it is necessary to design a marketing mix program and implement this program to make the positioning in place. This is not only the process of brand promotion, but also product price, channel strategy and communication strategy of the organic combination of the process. As Philip Kotler said, to solve the problem of positioning. Kotler said, to solve the positioning problem, can help companies solve the marketing mix problem. The marketing mix - product, price, channel, promotion - is the result of the tactical use of positioning strategy. In some cases, the process of positioning is also a process of repositioning. This is because when product differentiation is difficult to achieve, positioning must be done through marketing differentiation. Today, you launch any kind of new product best-selling but a month, there will be imitations immediately appear in the market, and marketing differentiation is much more difficult than product imitation. Therefore, only product positioning has been far from enough, companies must expand from product positioning to the positioning of the entire marketing.

stp analysis of market positioning

Market Positioning refers to the marketing design of the enterprise for the psychology of potential customers, the creation of products, brands or enterprises in the minds of target customers in a certain image or a certain personality traits, to retain a deep impression and a unique position, so as to achieve competitive advantage. Market Positioning (Market Positioning) is an important marketing concept put forward by American scholar Al Rice in the 1970s. The so-called market positioning is the enterprise according to the competition of similar products in the target market, for the customer on the product of certain characteristics or attributes of the importance of the degree of the enterprise's products to create a strong, distinctive and unique personality, and will be vividly conveyed to the customer image to seek customer acceptance. The essence of market positioning is to make the enterprise strictly differentiated from other enterprises, so that customers obviously feel and recognize the difference, so as to occupy a special position in the minds of customers. The traditional concept that market positioning is to produce different products in each market segment, the implementation of product differentiation. In fact, market positioning and product differentiation, although closely related, but there is an essential difference. Market positioning is through the creation of a distinctive personality for their products, thus creating a unique market image to achieve. A product is a comprehensive reflection of a number of factors, including performance, structure, composition, packaging, shape, quality, etc., market positioning is to strengthen or amplify certain product factors, so as to form a distinctive and unique image. Product differentiation is a means to achieve market positioning, but not all the contents of market positioning. Market positioning not only emphasizes product differentiation, but also through product differentiation to establish a unique market image, to win customer recognition. It should be noted that the market positioning of product differentiation and the traditional concept of product differentiation is fundamentally different, it is not from the producer's point of view to purely pursue product variation, but in the analysis of the market and segmentation on the basis of seeking to establish a certain product characteristics, and therefore it is the embodiment of the concept of modern marketing.

The difference between market positioning and target market selection

65edkbdei41wcwd