4 classic elements :

• Position the company’s offering in the minds of target customers.
• Focus on a single strong position that can be encapsulated within one simple message.
• The position must be distinct and set the company as far as possible apart form any competition, perceived or actual.
• Avoid being all things to all people; have a single focus that the company excels at.

Market positioning is about trend analysis. It takes a macro view of the marketplace dealing with the macro market forces (economic, political, competitive, distribution, technology, geography, infrastructure, publics, culture and demographics) on categories. Successful companies are those which can best adapt.

Product positioning is a straight comparison of product features. New product development usually tries to create product differentiation using quality control and production efficiencies.

Competitive positioning looks at how companies position themselves against each other in the marketplace. Sustainable competitive advantages are developed through core competencies, careful intellectual property management and operational efficiencies. 

IRconsult ensures clients attain optimum market positioning through speed of the mark, technical image enhancement and the generation of positive perception among target customers, which are powerful tools in the marketing process. In technology companies and life science companies, this is frequently about translating enthusiasm into a winning market position.

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