Hermawan Kertajaya, in his book Winning the competition by positioning triangular-differentiation-brand mentions four criteria to determine positioning based on four criteria: customer, company, competitors, and change with the following description:
1 Customer
Based on the analysis of customers (customer) positioning should be perceived positively by the customers and the reason for their purchase. This will happen when positioning describing value or value provided to customers and the value it truly is an asset for them. Because of the superior value positioning describe, then the positioning will be an important determinant for customers when deciding to buy a product Vegeta who declared himself as a fibrous drink.
Previously there was no similar products. Through hard work and the belief that the products are offered in accordance with the wishes and needs of the consumers of these products can eventually penetrate the market and has a certain position in the minds of consumers
2. Company
Based on the analysis on the capabilities and strength of the company’s internal (company), the positioning should reflect the strength and competitive advantage of the company. In this case should not happen that the company formulate positioning but was not able to perform and deliver on its promise. This is certainly very dangerous because it could overload the promise.
Customers will ultimately argue that the company has broken promises and lies. If this is the case then Destroyed company’s credibility in the eyes of the customer. For that in formulating its market position the company to be really very careful consideration. For example, Honda claimed as the king duck. This expression will always be adhered to, so that consumer confidence will be maintained
Based on the observation of many new products that were born in a way that mimics what has been done by the competitors. With such a strategy the marketing costs can be suppressed Example before entering the Nokia Motorola wireless communication industry is the market leader known for technologically advanced handsets.
But slowly and surely Nokia can win over consumers through models that always follow the times and sporty. Seeing conditions such as Motorola was doing gebragan new communication technology.
Identification of the intended target market is to look within and jelly on consumer behavior to be targeted. This activity should not be done with detailed research and high costs, but it could in a way that is easy and cheap and not too distracting when providing information about consumer behavior. Even if possible to attract and obtain information about consumers can be done by giving gifts.
Repositioning market
As we all know that the ever-changing nature of consumer society in accordance with the progress of the social system. Thus the marketing strategy of the company must follow the changes in the activity tersebut.Demikian well as its market position must be flexible in order not to be left by customers. This action is referred to as repositioning, which attempts to locate and re-establish its market position in the consumer’s mind. Repositioning activities carried out if there is a change and a shift in the perceived market situation.
Positioning is the purpose of product placement in mind konsumen.Untuk the company must make its product differentiation so as to add value or value for consumers. In order for these products is memorable in the minds of consumers, the products must be given a specific identity in the form of the brand.
Brand used to express the identity and quality of the product. Thus the brand is a Identity of goods, and the goods will be the image-makers as guards loyalty to products that remain in the minds of consumers.
