Business Positioning
In Marketing, Business Positioning refers to how your customers perceive your brand products or services about competing brands, products, or services. It is the process of establishing the image or identity of your brand or product so that customers perceive it in a certain way.
It is important to position your business in the market, differentiate yourself from your competition, and ensure that your value proposition is unique to your business and relevant to the products or services you offer to your customers or potential customers.
Positioning is the process of identifying an appropriate niche for a product, service, or brand and establishing it in that area.
Positioning Statement
A positioning statement is an expression of how a given product service or brand fills a particular consumer need in a way that its competitors don't. Meaning, that your business has a unique position and a unique proposal in the market the business operates or has a competitive edge over its competition in the market the business operates.
Positioning Price
Defining the positioning price in a marketplace cluttered with lots of products or services and brands offering similar or the same benefits to customers is difficult. Therefore, the price will be determined by the quality of the goods, services, or brands offered to the customers.
A good positioning makes a brand, product or service stand out from the crowds, confers the ability to charge a higher price and slave to the competition. In marketing products or services of excellent quality, sturdy withstanding time command a higher price, however, for the same or similar cheap lower quality products or services, easily breakable products command a lower price. Hence, it is good in terms of pricing to benchmark yourself to your industry this way you offer similar, slightly higher or lower prices than your competitor in the same industry.
Product Positioning
Product positioning is a form of marketing that presents your product to a particular target audience for example a product may have market dominance with its main target audience and also have a secondary audience that is also interested in the product but perhaps in a different way such as some people are coffee lovers and only drink coffee without milk in a cup without sugar and another group of coffee lovers will only drink coffee with milk in a mug without sugar.
Positioning your business
Positioning can include branding, advertising, promotion, pricing, product development, sales, distribution, and operations. The following are the common types of market positioning. Positioning is important as it helps provide the persuasive sales tools your business development team needs to nurture and close more sales.
Market positioning of a brand or product must be maintained over the life of the brand or life cycle of a product to achieve this requires ongoing marketing initiatives to reinforce the target market’s perceptions of the product, service or brand. Unique brand positioning boosts your business visibility and becomes a top-of-mind recall for consumers to help beat the competition that is why having a brand positioning strategy is so important.
Cost leadership, Differentiation, The Median®
There are currently only two broad categories in the market positioning of your business which are Cost Leadership and Differentiation, however, I discovered on 26th January 2025 that there is The Median. These three business positioning strategies apply to any business in any industry. Therefore a business can choose to position itself using Cost leadership and within Cost Leadership can set The Median or can choose to position itself using Differentiation strategy and within Differentiation can set The Median. Hence you choose from the start of your business which position level in the market in your chosen industry you want to hold throughout the life cycle of your business and your products or services which strategies are best for you.
The Median broad category in the market positioning of your business is pictured below.
The Median Strategy®
In your business positioning currently, you can set its position to Cost Leadership price range or Differentiation price range in your market per industry. However, the categories proposed are very broad and disproportionate to prices. I always thought differently when I learnt about strategic marketing business positioning within the market per industry, that there are, in fact, three strategic business positioning in your market per industry.
The Median Strategy® market business positioning within your niche as per industry refers to a price metric that lies in the middle price in an average sorted ascending or descending list of prices and can be more descriptive of a set of prices than the average price. It's the point above and below which 50% of observed pricing strategy falls, so it represents the midpoint of the average pricing strategic market business positioning in Cost Leadership or Differentiation.
A good example of The Median can be found in our business, Girlfridayz Limited. Our Online business market niche position lies in The Median within the Differentiation strategic business positioning. Therefore, you can find varied prices in Girlfridayz within our high-end services provision which lies in The Median, but we are not the highest price in this Differentiation broad category because Twitter was sold for $44 billion.
The formula to achieve the latter Strategic Pricing Business Positioning The Median is simple: firstly, decide your business strategic position within your market per industry. Cost Leadership or Differentiation.
Then, within any of these broad strategic business positioning categories. To set your business positioning, which is in your niche market as per industry The Median®, list all average prices in ascending order and work your way to the middle by crossing off prices at each end of your price list per product or service or both.
If you have two prices in the middle of your price list, add these two prices and then divide by 2, if you have more than two prices in the middle of your price list add 1 and then divide by 2 to find which price ranges within Cost Leadership or Differentiation business strategic positioning will determine The Median strategic business positioning discovered by Trisha Amable, CEO of Girlfridayz 26-01-2025.
Cost Leadership strategy
A business using the Cost Leadership strategy attempts to position itself in the consumer's mind as the business that provides products the consumers want at a price that is lower than competing products or services available in the marketplace. Consumers expect basic products with no specification or speciality from a business using a cost leader strategy that the product is of a cheaper quality and that the product meets the needs of the consumers and nothing else.
Differentiation Strategy
A business using Differentiation business strategy attempts to position itself in the mind of the consumers as a business that provides unique products that consumers will pay more for because they cannot find comparable products, product features or services anywhere else in the marketplace. Consumers expect to pay more for a differentiated product or service and therefore are willing to pay a premium price for a differentiated product or service. This is true as long as the unique feature of the product adds some value to the product or service provides value which will make it more valuable to consumers, whether a functional feature or an aspect of image or prestige that enhances the perception of the product or services.
Re-positioning your business
Re-positioning a brand or product means changing its place in the minds of the consumers or essentially altering the brand's or product's image or identity. When you are trying to change the consumer's perception of a brand or product after it has already been established may confuse or alienate consumers in the target market. It is not good for your business either and can result in a loss of loyal consumers and sales.
An example, if Apple decided to dramatically the price of its iPhone or any other Apple products and began selling them at the same price as a cheaper handset brand-name mobile phone, consumers would no longer perceive the company and its products as a prestigious status symbol even though the iPhone features may remain unchanged.
Girlfridayz to keep The Median position we hold in our market and industry some of our service prices will be increased by 2.4% on the 1st of July 2019 in line with the retail price index (RPI), inflation and the current economy and the new price will appear on our website after this date. The changes will only affect our website design all inclusive bundles get more for less, landing page price, less than 5 pages website price and business start-up and Small Business & SMEs tasks price. All other prices for our other services will remain the same including the price of the Girlfridayz Local Event ticket will remain unchanged.
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