Segmentation and Positioning

Positioning is one of the key elements in modern marketing strategy. Every company wants to be different from the rest.

Yet how many attempts at differentiating oneself from other brands or products are really rooted in consumer needs? Successful positioning isn't about just claiming to be different. It's about providing a distinct and superior value to consumers, being different in way that makes a difference.

Market segmentation helps positioning to become a strong, sound, substantive orientation that rises directly out of consumer preferences and market realities.

Market segmentation sifts out the vagueness to focus exactly on those market segments that will respond best to the company's market offering. It provides the in depth analysis and study needed to show the goals and preferences and needs of those target markets. It lets companies distinguish themselves from the competition not in cosmetic ways but in ways that are real and powerful. Market segmentation gives you the information to position your company in ways that are rooted both in hard data and in the subtlest consumer perceptions.

Instead of groping to find ways to set one's firm and product apart, marketing segmentation gives you a deep familiarity with the consumer, uncovers actionable insights into the aspects of a firm or product that most strongly affects the buyer, and lets you better assess what competitors are doing that works and what doesn't.

With that kind of knowledge in hand, successful positioning results almost naturally.