Executive chairs. Example of positioning
Let's return to the concept of positioning. Using the example of one business, I would like to consider this process and analyze it.
So, an example of positioning. There is a furniture company. They are not furniture manufacturers, but they are major players in the market of the city of N. They have their own logistics, they have transport, and they go directly to furniture manufacturing plants and buy furniture products there at very competitive prices.
The company is very popular in the market of its city, sales are growing very quickly, relatively low prices and high-quality after-sales service indicate excellent development prospects. The company sold everything: armchairs, chairs, kitchen furniture, and children's furniture. Low prices, good quality. What else do customers need to be happy?
The advantage of furniture is that it has been in stock for quite a long time and does not deteriorate at all, so you don't have to worry too much about its shelf life. That is, in the future, all goods from the warehouse will be sold.
And then one day the company's manager decided to visit his own warehouse and saw a terrifying picture. It turns out that the most expensive and elite leather chairs with beautiful handles and comfortable ergonomic backs were sitting and gathering dust in the warehouse. Of the 50 chairs ordered six months ago at the factory in Italy, only three were sold.
Calling the marketing director to his office, the company's manager began asking him about the strategy for promoting these elite chairs. It turns out that the marketing department was selling this furniture along with a catalog of common standard office and home chairs. They did not advertise expensive and exclusive products and hoped only that new customers who would come to the sales floor or browse through the catalog would choose expensive chairs for themselves.
The manager realized that it was necessary to change the marketing strategy for this product. He decided to start with positioning. First of all, from the general catalog of chairs for medium-budget purchases, these elite chairs migrated to the catalog of goods not for everyone, in which only the most expensive and exclusive chairs were collected. All of these 47 chairs were well photographed, waxed, and dusted. Next, he named the range of these products executive chairs and increased the price of them by 30%.
The next day, the manager forced the marketing director to make a media plan and start advertising the line of these expensive and exclusive chairs in the press. (There was no Internet back then). As a result, ALL 47 seats were sold in two months, and 10 more chairs were pre–ordered from the manufacturer. As a result, a line called executive chairs, which sold about 300 chairs in six months, brought the company to a new level of income.
This example of positioning is just one, but there are many such examples.
As my teacher and mentor always liked to repeat, "no product should be a jelly in zero gravity." It must be bound to one of the coordinate axes. Either to the price, or to the functionality, or to the benefits and convenience of use. The consumer must clearly see the advantages of even the most ordinary product. And only then will this product stand out from a million similar ones.
Even a simple bread brick can be packed in a fifty kopeck
a bag, call this bread elite and sell it at exorbitant prices. You just need to separate the flies from the cutlets and motivate this price by saying that this bread brings good luck in transactions, because it was consecrated in the church or that it is stored for about 2 weeks. Of course, in the end they will buy significantly less of it than ordinary bread, but it can bring considerable income. Online Lottery
So, an example of positioning. There is a furniture company. They are not furniture manufacturers, but they are major players in the market of the city of N. They have their own logistics, they have transport, and they go directly to furniture manufacturing plants and buy furniture products there at very competitive prices.
The company is very popular in the market of its city, sales are growing very quickly, relatively low prices and high-quality after-sales service indicate excellent development prospects. The company sold everything: armchairs, chairs, kitchen furniture, and children's furniture. Low prices, good quality. What else do customers need to be happy?
The advantage of furniture is that it has been in stock for quite a long time and does not deteriorate at all, so you don't have to worry too much about its shelf life. That is, in the future, all goods from the warehouse will be sold.
And then one day the company's manager decided to visit his own warehouse and saw a terrifying picture. It turns out that the most expensive and elite leather chairs with beautiful handles and comfortable ergonomic backs were sitting and gathering dust in the warehouse. Of the 50 chairs ordered six months ago at the factory in Italy, only three were sold.
Calling the marketing director to his office, the company's manager began asking him about the strategy for promoting these elite chairs. It turns out that the marketing department was selling this furniture along with a catalog of common standard office and home chairs. They did not advertise expensive and exclusive products and hoped only that new customers who would come to the sales floor or browse through the catalog would choose expensive chairs for themselves.
The manager realized that it was necessary to change the marketing strategy for this product. He decided to start with positioning. First of all, from the general catalog of chairs for medium-budget purchases, these elite chairs migrated to the catalog of goods not for everyone, in which only the most expensive and exclusive chairs were collected. All of these 47 chairs were well photographed, waxed, and dusted. Next, he named the range of these products executive chairs and increased the price of them by 30%.
The next day, the manager forced the marketing director to make a media plan and start advertising the line of these expensive and exclusive chairs in the press. (There was no Internet back then). As a result, ALL 47 seats were sold in two months, and 10 more chairs were pre–ordered from the manufacturer. As a result, a line called executive chairs, which sold about 300 chairs in six months, brought the company to a new level of income.
This example of positioning is just one, but there are many such examples.
As my teacher and mentor always liked to repeat, "no product should be a jelly in zero gravity." It must be bound to one of the coordinate axes. Either to the price, or to the functionality, or to the benefits and convenience of use. The consumer must clearly see the advantages of even the most ordinary product. And only then will this product stand out from a million similar ones.
Even a simple bread brick can be packed in a fifty kopeck
a bag, call this bread elite and sell it at exorbitant prices. You just need to separate the flies from the cutlets and motivate this price by saying that this bread brings good luck in transactions, because it was consecrated in the church or that it is stored for about 2 weeks. Of course, in the end they will buy significantly less of it than ordinary bread, but it can bring considerable income. Online Lottery
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