Positioning Strategy, an inherent concept of Marketing is often times taken for granted. It is vital for every organization, more so for Social Enterprises.
For the uninitiated, positioning strategy involves creating an image of your product in the minds of your target audience.
It is quite important for Social Enterprises with limited Marketing Budget. Because a single meaningful, targeted positioning strategy has the potential to maximize the impact of your marketing budget by conveying a consistent image of your product.
So, how do you position your product?
It can be done either through Product Based Positioning Strategies or Usage Based Positioning Strategies
Product Based Position Strategies
1) Position by Product Difference
Say in case of Conserve India, the unique product feature is its upcycled material with high end aesthetics that was produced from the waste through pollution free patented technology.
2) Position by Key Benefit
Say in case of Conserve India, Key benefit offered by our bags is that it provides cutting edge fashion to socially and environmental conscious customers without compromising their ethics
3) Position by Problem Solving Ability
Say in case of Conserve India, Apart from providing cutting edge fashion to Eco & Social conscious customers, the bags are produced from trash. This innovative use of trash helps a great deal in intelligent waste management.
Usage Based Position Strategies
1) Position by Users
Say in case of Conserve India, Up-cycled Bags of Conserve India are fashion answer to Environmental & Social Conscious people , animal lovers (provides alternative for conventional leather) or anyone who appreciate Fashion with Conscience
Having said all these, Do you still doubt the potential of targeted positioning strategy?