The perception of the essential: beyond conventional marketing
Posted: Mon Dec 23, 2024 10:19 am
Products are developed and marketed to meet a need, desire or expectation. Conventional marketing requires a thorough understanding of the tangible and generic attributes that make them up. Tangible attributes are understood as the physical characteristics of the products, such as the quality of their components, design, packaging, etc. Generic attributes are the utility or benefit that is being offered and sought by the buyer. Example: When a woman buys a lipstick, the tangible attributes perceived would be its physical characteristics, such as its color, packaging, smell, chemical composition, etc. Its generic attributes would be that she is acquiring beauty and sensuality.
They also come to the conclusion that it is useless to have an all life whatsapp number south africa excellent product with a good composition of attributes and with an optimal price-cost ratio; it must be perceived as the best purchase option. It is necessary to work with the public's perception in order to create a cognitive or emotional link, a kind of imprint, where a concept is established that seeks to give a differential sense and value that is uniquely associated with their products or brands with the purpose of occupying a space in the public's mind, which they called positioning.
It is clear that this does not happen overnight; a methodology, almost a philosophy, must be followed. Positioning is part of the strategic mission and means defining its space, image, attitude in relation to its market, and also indicates the guidelines for its segmentation actions and way of competing. It should be noted that the use or experience with the brand or product over time creates emotional bonds, enhancing the positioning and adding value to the brand.
A good positioning strategy creates barriers to entry for your competitors, as it is very difficult to displace a brand or product from a space that it already occupies. I will give an example of what I have explained with a neuroscientific video (I understand neuroscience as a tool for marketing because it helps us understand concepts, give guidelines and scientifically certify what we intuit):
They also come to the conclusion that it is useless to have an all life whatsapp number south africa excellent product with a good composition of attributes and with an optimal price-cost ratio; it must be perceived as the best purchase option. It is necessary to work with the public's perception in order to create a cognitive or emotional link, a kind of imprint, where a concept is established that seeks to give a differential sense and value that is uniquely associated with their products or brands with the purpose of occupying a space in the public's mind, which they called positioning.
It is clear that this does not happen overnight; a methodology, almost a philosophy, must be followed. Positioning is part of the strategic mission and means defining its space, image, attitude in relation to its market, and also indicates the guidelines for its segmentation actions and way of competing. It should be noted that the use or experience with the brand or product over time creates emotional bonds, enhancing the positioning and adding value to the brand.
A good positioning strategy creates barriers to entry for your competitors, as it is very difficult to displace a brand or product from a space that it already occupies. I will give an example of what I have explained with a neuroscientific video (I understand neuroscience as a tool for marketing because it helps us understand concepts, give guidelines and scientifically certify what we intuit):