According to Craven (1991:270) that the positioning of a very large role in marketing strategy, after conducting a market analysis dananalisis competitors in a firm's internal analysis (total situation analysis). The reason the world is now torn over communication, the explosion of goods, media, and advertising. As a result the mind of the prospect of a battleground.
Therefore, in order to succeed in a society that over-communication, any company should be able to create a position that considers not only the strengths and weaknesses of the company itself, but also the strengths and weaknesses of competitors in the minds of prospects. That is why the approaches base 'positioning'tidak more than create something new and different with the other, but with clever use of what is on the minds and linking relationships that already exist, this is because the human mind also has a place for every piece of information that has been selected to be stored.
Meanwhile, consumers often dianologikan mind as the last bastion of defense against noisy komunlkasi, as a filter, accept or reject the information it offers. If it turns out the minds of consumers have been formed, usually of other manufacturers find it difficult to change, let alone its competitors do not remain silent repositioned. Concretely, the main things that need to be done in an attempt to 'nail mati'pesan in one's mind is not at all related to the message, but rather the mind itself. A clean mind is a mind that has not been polished by other brands. Thus the role of positioning is an organized system in an attempt to find something appropriate, at the right time in one's mind.
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