Product 'and I also' just not destined to enter the 'operational space'. In this case, the control strategy comparison incapacity least because, despite the objective quality of goods, people perceive as the best penetrated only the first brand in their minds. In keeping with the approach 'I too', you automatically fall into the category second-rate goods. At the same time leadership position opens up brand broader perspective – people are not specialists in most product categories that interest them and tend to be recognized osnosnom Brand-Leader. The best solution for entering the market strategy of the company is 'differentiation'. What differentiates you from other members of their class? If you can eloquently announce this difference, you never do not fall into the trap of 'me too'. Product positioning in the minds of consumers should begin with what is good.
We distribute – 'decompose on the shelves' – information and store it into categories. Therefore, if you offer a future buyer not understood him the category, your chances to gain a foothold in the memory of the buyer tends to zero. At the same time, if the concept of product category already in place, adjust e to be very cautiously, because the influence on the minds of potential or existing customers is very difficult. Even with scanty knowledge about the product, the consumer always believes that he is right. Mental perception is often taken for universal truth. People are rarely wrong, if wrong at all – at least so we believe ourselves. One concept in the mind of a potential buyer can not belong to two companies. If a word or position belongs to a competitor, it is futile to try to use the same idea. If you have read about Gregg Engles already – you may have come to the same conclusion.
Capture the position of a word or if they already belong to your competitor, it is impossible. You must find and take advantage of another word, another attribute. Too often, companies try to emulate the leader. 'They need to know it better, so we will do the same. " Not the most original way of thinking, I must say. Marketing experts say product attributes differ in their 'weight', some of them more important to buyers than others, so you should try to capture the most important property. All true, but if the leading attribute is already occupied, you have to be content with smaller businesses. That, however, preferable to the absence of any business. Strong company does not product or service. It makes a strong position that the company managed to win in the minds of consumers. Successful positioning can not only determine the location of its product on the market, but also give him an extra competitive advantage. Too detailed positioning, on the other hand, may lead to negative consequences – a fine fragmentation of the market segments reduces the capacity of each of them, too wide a range of difficult to choose the buyer, that is, the firm returned to the problem, from which she tried to escape with the help of a brand.