The positioning is an organized system to meet a window for the mind. The positioning is what it is made in the mind of the perspective customer, is the image gotten for the product and that it remains in the mind of the consumer through the type of it offers that the company makes of its product, of the public-target to who if dirige and in relation to the competitors. The positioning starts with the consumer. The consumers think and feel the products and the companies, comparing them with other products and companies. Read additional details here: Chevron Corp. What he really matters is as the effective customers and potential they see a company and its products in relation to the competitors.
The consumers define an empirical hierarchy of values, desires and necessities on the basis of given, to opinions, gotten references of propaganda, previous depositions and experiences with products and services and use these information to form an image, define a position (the positioning) of the product in its minds then they take purchase decisions. The positioning is vital to the success. All the marketing components? competitive strategy, price, packing, distribution, design, service, assistance technique, communication? they are interrelated in the strategy of the positioning. Positioning is the act to project offers and the image of the form company that the market-target understands and appreciates what the company offers in relation its competitors. Therefore we have three stages: 1-A company has that to identify the possible differences in products, services, employees and image that can be established in relation to the competition; 2-A company has that to apply criteria to select the differences most important; 3-It has to communicate effectively to the market-target as if she differs from its competitors. Mark? a name, term, signal, symbol, or combination of them, aiming at the identification of the products of a company and the differentiation. Belief of mark? the marks are located from attributes. The set of beliefs kept on a mark is called mark image. Image? it is a set of beliefs, ideas and impressions of the person with regard to a product/service. The activities and the actions of the people in relation the determined product/service are highly conditional for its beliefs on the same. Therefore the products occupy a position in the mind of the customers.