Position Determination Based on competitors

Competitors by positioning the product as the best positioned than its competitors. Positioning is a communication strategy. Millions of products or brands on the market tumbled, then to enter the customer's mind is not easy. The only way is to find a gap to put the position of competitors. Thus we have to move a new idea or new product into the minds of different customers with a product or brand competitors.

Columbus says that "the Earth is round", but the general public say that "the Earth is flat". One of the many convincing arguments is the fact that the first time fishing in the sea watching the top of the mast was approaching. After seeing the top of the pole, then see the screen and finally saw the boat in full. This simple observation proves itself more effective than blind mathematical logic to solve the problem, including improving the competitive strategy. Nevertheless there are four things we need to consider in finding loopholes in the minds of customers.

First, to convey the message to the customer's mind should be relate and make sense. Three wheels make positioning by competing with its ad slogan "Strong Trusted". Customers catch associated with that ad and it makes sense that the cement mortar Three Wheels is best quality and sturdy wheels to make a Top Three Brand cement in Indonesia.

Second, find the idea that the difference with the competitors. Olympic positioned itself as a furniture with a complete variety, ranging from children sets, bedroom sets, office sets, kitchen sets and set as distinguishing living with competitors. Olympic is also a furniture company with leading innovators from the design, quality and price, so that the Top Brand Olympic Indonesian furniture.

Third, have evidence that supports that make it real and believable. Garda Oto Astra Buana's insurance with "Do not Worry Be Happy" has proved that they can be trusted. During floods and bombs, Auto Guard fleet has done standby at the scene. This indicates that the Garda Oto customer care to customers at the time of trouble, so customers are not concerned with the Garda Oto.

Fourth, communicating the product or brand differences we have compared to competitors. Philips lighting products with its tagline "Frankly Philips light on", later changed to "Sense and simplicity", to produce a good communication in the minds of consumers as a quality lamp that eventually became Top Brand lamps in Indonesia.

Thanks to: MSuyanto and AMIKOM

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