Steps in positioning:
1. Defining the market segment
2. Identification of competitors
3. Determination of the most important attributes that the target market uses when deciding to join a barter exchange
4. Determining the markets perception of competitors
5. Define services to sell in niches not served well by the competition
6. Assess best positioning strategy
7. Track image of the brand over time
The differences that are to be promoted for the Companies product to highlight the attributes and benefits of the product (tailored to the individual needs of the client) are based on the following key buying indicators:
• Importance
• Distinctive
• Superior
• Communicable
• Pre-emptive
• Affordable
• Profitable
Effective Positioning
In order for the positioning of the Company to be effective it needs to be:
Meaningful to the target client base
Credible / believable
Unique to the brand
Durable over time
In order to evaluate the performance of its positioning strategy the Company must actively seek out market feedback in the following areas:
Judgements: Overall service offering evaluation
Feelings: Emotional responses and reactions to the service offering
Salience: The depth of brand awareness (recognition and recall)
Performance: Is the service offering actually meet the customer expectations and needs
Imagery: How people think about the Companies service rather than what it actually does (Targeting, brand personality, trust, experience)
Resonance: Whether the market feels that its needs are “in synch” with the service offered by the Company
a. Psychological bond that the customers have with the brand
b. Level of activity engendered by this loyalty
i. Referrals
ii. Testimonials
iii. Repeat trading
Copying and distributing this article
Ormita provides free updates about the generic benefits of barter to those interested in local currency, community currency, countertrade, reciprocal trade, barter exchange, time dollars, hours and other forms of community trade vehicles.
You may freely copy and distribute this article provided that you attribute the author and/ or source as the Ormita Commerce Network.
About Ormita
The Ormita Commerce Network spans 5 continents, with direct representation in more than 17 countries plus additional partnerships in a further 59 countries. The business allows companies to exchange goods and services on a reciprocal trade arrangement.
Some of our Websites
Ormita Commerce Network Australia – www.ormita.com.au
Ormita Commerce Network Canada – www.ormita.ca
Ormita Commerce Network India – www.ormita.co.in
Ormita Commerce Network Mexico – www.ormita.com.mx
Ormita Commerce Network New Zealand – www.ormita.co.nz
Ormita Commerce Network United Kingdom – www.ormita.co.uk
Ormita Commerce Network United States of America (USA) – www.ormita.com
For Licensee, Franchise and Partnership Enquiries please visit : www.ormitacorporate.com
