Determining the brand’s position in the market and, more narrowly, in the category is a critical step for strategic success, and everything else is shaped around and above it.
In the process of determining the brand’s position, comprehensive analyses are conducted and insights are utilized.
Brand positioning
The unique value and points that differentiate the brand from its competitors, which the brand offers to its target audience, show how the brand is positioned.
The positioning of the brand allows the brand to be distinguished and different from its competitors; and the reasons for choosing the brand to be clearer and sharper.
Product, category and competitor analysis
In product analysis, the strengths and weaknesses of the products are determined, their innovation potential is examined, market shares are investigated, their profitability is determined and whether customers are truly satisfied with these products is determined. SWOT and PESTEL analyses are the most commonly used methods in this process.
In category analysis, products are divided into categories according to their specific features and the potential and competitive situations of each of these categories are analyzed. Category analysis is a guide in understanding which group of products offers opportunities or creates risks.
Competitor analysis is performed directly with data provided by other manufacturers in the same market. This study mainly involves understanding the competitor’s strengths and weaknesses, pricing the products in the most accurate way possible and understanding which customer group they target by examining the products.
The ultimate goal of competitor analysis is to find out in which areas brands with similar target audiences can differentiate themselves, which product category it would be better to focus on and which products will provide a competitive advantage.
Who is the target audience: The demographic structure and behavioral characteristics of the people the brand wants to reach are analyzed to determine who the brand really wants to appeal to.
For example, Women between the ages of 35 and 45 who are actively working or Single men in the upper income group between the ages of 45 and 55
What makes the brand unique: What will the brand offer to the people in its target audience that is different from its competitors and what will be the basic benefit of these products, what will make the brand valuable in the eyes of the customer?
For example; a wrinkle-free shirt made of quality cotton; both made of a material obtained from nature and requiring less ironing when used frequently.
Where are the competitors: Competitor brands operating in the same segment are positioned on a map and it is analyzed in which gaps between them it will provide better results.
After determining where the brand will be positioned, a clear, concise and easily understandable message is created that will differentiate the brand from its competitors and ensure that it is distinguished.
There is no problem if the positioning is not successful the first time. The brand positioning strategy is reviewed with tests, internal and external evaluations, and feedback from stakeholders, and revisions are made when necessary.
Forecasts regarding demands are important for strengthening the future of a brand. Unlike dreaming, these forecasts are used to determine how to manage stocks, make production plans, and determine how to implement marketing strategies.
I can categorize demand forecasts as follows:
Time analysis: It is to estimate future demands for the brand based on past sales data. When demand for products will increase, when demand will decrease, and changes in demand depending on the season are analyzed and included in the plans.
The Delphi method is used to create forecasts by collecting opinions from experts through surveys. This method is especially useful in times of uncertainty and in markets with high volatility. It is a good analysis method for understanding the expectations and future plans of professionals regarding the sector they work in.
There is no single method for positioning for brands. I can list the 5 most commonly used methods in this brand behavior as follows:
Positioning focused on product price: The product price remains advantageous or excessively high.
Positioning according to product features and quality: An approach focused on the technical features and benefits of the product; the product being new, providing a new technology, promising longer life, etc.
Positioning according to user group: Presenting the product to a certain group of people; products that can only be worn by diabetics, a gluten-free product group, or a shearing machine only for those who raise goats
Positioning in a place where competitors are lacking: To fill the gap between competitors in the market; fast cargo delivery to rural areas, establishing a call center in a city off the main road
These determine how the brand will be positioned, whether used alone or together. However, these items alone do not determine the way a brand is positioned in the market. I wrote these as a starting point.
In short, in order to position a brand in the right place in the market, it is necessary to have many different information, from understanding the target audience to knowing the competitors.
Another important topic is that the brand knows its own products and manages to bring similar products together.
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