Case Study
Market PositioningMarketing positioning defines how a product or service is perceived in the minds of target customers, ensuring it stands out from competitors and aligns with audience needs and preferences.
Market Positioning
Aligning Market Positioning with Growth Opportunities
Market positioning determines how a company’s product or service is perceived by its target audience and differentiates it from competitors. When a brand occupies the right space in the market, it becomes the go-to choice for customers, enabling the business to expand its reach, capture market share, and respond effectively to changing market dynamics.
MARKET POSITIONING
Evaluating Market Positioning and Aligning Marketing Strategies
Challenge
An IT services firm looking to grow its market share wanted to understand it position in the market relative to its competitors along several core competencies: sales and marketing technology enablement, digital marketing capabilities and market strategy creation and implementation. Once market positioning was determined, the company wanted to determine the opportunities to capitalize on to align with its core competencies.
Solution
Competitors providing services in each of the core competencies were identified and research was conducted to determine the relative strength of their service offering. A gap analysis was then conducted to identify what strategic marketing actions were needed to position the company as a leading intergrated provider of the three services. The gaps were identified as: Identity Gap, Sales & Marketing Gap, Relationship Gap, and Raving Fans Gap. Each of these gaps were addresssed in a revamped marketing strategy created for the company.
THE RESULTS
The Identity Gap was addressed by defining strategies to help increase awareness of the company including improving the company’s presence on LinkedIn, enchancing the company’s website and developing a digital media content strategy. A marketing funnel was developed to address the Sales & Marketing Gap and included steps for refining sales lead criteria, creating and automating customer journeys, and utilizing parterships and LinkedIn to generate sales leads. Various strategies were implemented to create long-term client partnerships to alleviate the Relationship Gap and various ongoing customer touchpoints were developed to create Raving Fans.