Positioning.

Get winner of perception

Positionierung ist die Bemühung eines Unternehmens,seine Marktangebote so zu designen, dass sie inder Wahrnehmung der Kunden einen besonderen undvon der Konkurrenz abgesetzten Platz einnehmen.Und das ist es doch, was Sie am Ende des Tageserreichen wollen, oder nicht?

Analysis of the actual Positioning.

Where actually do we stand?

And what do we stand for? Within the framework of the analysis of positioning we check (out the perception , which the company resp. its products )out, what the company resp. its products represent in the perception of the consumers. Within the framework of the analysis the focus is on the before defined segment and then we put the achievments of the company into context with the competitors. Only that way you can lern realistically, if the actual positioning is suitable for the company and its products or not. The picture, obtained by most different survey methods (quantitive and qualitive methods), will give first indications of future fields of activity. A result for instance will be, which perceived performance characteristics should get worked out more and which associations should be avoided resp. prevented in the future.

Development Key-Rational.

What for are we standing actually?

The mother of all questions. Why at all should the customer buy my performance/product? In the course of time or during the life span of a product this question often glides into the background.

That is seldom intended, but so it happens.Times are changing and so does the environment of competition. It is not cogent, that sales arguments of the past still endure, and therefore they should get adjusted. Together with our customers we develop approaches to provide the products again with genuine sales arguments. These might be rational or emotional arguments. But they have to be worked out and communicated.

Construction of Target Positioning.

Where actually do we want to go?

Die Positionierung ist das Destillat der Marke bzw. des Leistungsversprechens des Unternehmens. Es muss eine klare, nachvollziehbare und glaubwürdige Positionierung für das Unternehmen bzw. dessen Produkte erarbeitet werden. Diese Positionierung muss rationale und emotionale Bedürfnisse befriedigen und eine eindeutige Differenzierung vom Leistungsangebot der Wettbewerber ermöglichen. Je klarer die differenzierende Positionierung deutlich wird, desto prägnanter wird der Konsument die neue Positionierung verinnerlichen.

Wir entwickeln gemeinsam mit unseren Klienten eindeutige Positionierungen und unterstützen den Kunden in seinem Bestreben diese intendierte Soll-Positionierung im definierten Zeitraum zu erreichen.

Developement of a company vision.

Who actually is guiding me?

A suitable positioning is essential. Only it is not enough to work it just out. It has to be lived, best by all co-workers of the coompany. To ensure that, a company vision and the corresponding guidelines should get worked out. Thereby the vision takes over the function of a kind of polarstar. It shows the future way and the guidelines are the code of conduct.