Consumers choose a product based solely on practical considerations. In some cases, they seek to save money, in others, to save their time. The exceptional utility and rationality of the audience can be used in branding: specific benefits for the consumer from owning a product of a particular brand are described.
Target customers are attracted, for example, by such slogans: "10% more for the same money!", "Interest is not charged for the first month!", "Delivery and assembly are already included in the price!" It is important to clearly show the benefit for the customer. It can save time or money or create certain feelings.
Positioning by benefit
If the client feels the benefit, he paytm database tends to use the offer as if in gratitude for such care. But in this strategy it is necessary to closely monitor competitors who can intercept the client base, especially when the product is not unique.
To solve the problem
If a company promotes its brand by solving some current pain points of its target customers, in the competitive struggle it focuses only on this strategy.
Here it makes sense to take as a basis already known problematic moments of the target audience. It is also possible to develop brand positioning with the formulation of a completely new pain for the consumer and the creation of options for eliminating it for different budgets.
Here are some real life examples:
Coping with a midlife crisis with Ford;
Get rid of bad breath with Rondo;
Achieve perfect hair volume with Pantene.
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Trendsetter Strategy
Leading innovative companies establish new meanings, dictate styles and technologies, and define design innovations. All this captivates the target audience, and therefore can serve as a powerful criterion for positioning. Trendsetters always arouse interest even in the event of criticism. Mediocre companies have no place here.
As a rule, such influential brands are positioned according to several criteria at once, including price and design.
Bright examples of this strategy are the well-known products from Apple and Tesla. It is also worth mentioning the positioning of the clothing brand Demobaza. This company sets a new trend with an emphasis on futurism. The brand's clothing looks truly cosmic and outrageous.
Trendsetter Strategy