competitive positioning: start with a market profile

Competitive Positioning StrategyStart with a Market Profile

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Competitive Positioning Overview

The foundation for a successful business.

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Strategy Questions

Competitive Positioning

Strategy

Product

Differentiation

?

Value Proposition?

Market Niche?

Mind Share?

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Create a Market Profile

Creates a picture of the market and the typical buyer’s distinctive characteristics.

Build your brand for these buyers.

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Step 1: Quantitative Research

Classical Market Profiling Approach

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B2B Example

What industries do you serve? What SIC codes?

Is your product marketable to more than one industry category?

What is the sales potential in other secondary industries?

Is the overall business category expanding or contracting?

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Geography

Define the geographical location of customers.

Is positioning local, national, or

global?

Is the product multi-cultural?

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Add Detail

Demographic Traits

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B2B Demographical Analysis

Quantify the Size of Target Business

Define the Growth Phase

Determine How the Companies

are Owned

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End-User Demographical Analysis

Define the General Demographic Descriptors:• Age, Gender, Income, Marital Status, Family Status

Analyze Similar Behavioral Patterns:• Occupations, Clubs, Related Interests

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Size and Trends

For Both B2B and Consumer Markets

Number of Potential Consumer or Commercial Prospects

Spending Habits

Average Income or Annual Business

Revenue

Individual Demographic

Trends or Business Trends

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Step 2: Qualitative Research

Modern Approach

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Include the Human Elements

Market to Real People, Not Statistics

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Examine the Psychological Motivations

• What issues do your customers face?

• What are their pains and desires?

• Who is the decision maker for the purchase?

• Are there multiple influencers in the decision?

• What are the purchasing processes and key players?

• What is the buyer personality?

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End Goal

Paint a Clear Picture of Your Buyer

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Where to Use

Share with your Team!

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Next Steps

Use Market Profile to Define Brand Strategy

Accurate Focused VerifiableStrong

Foundation for Success!

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Additional Resources

Brand Strategy & Competitive Positioning Tools

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