Buying Consideration
As we discussed earlier, the decision to buy is taken by the Super Customer sitting inside the customer and that’s called the MIND. So the MIND must give a space for the product. Unless a product occupies a space in the MIND, buying consideration will not occur. It’s only consideration, not the actual act of buying. This is the first step towards buying. Then comes the things the MIND considers.
Ping pong game of the MIND
The MIND searches answers for 2 TOMs (Top Of the Mind questions)
If WHY dominates the MIND, it will simply reject the product, because it perceives that the product may not be useful;
“I already have one like that”
“it will unnecessarily occupy
space in home”….etc.
space in home”….etc.
But if WHAT dominates, it becomes curious to KNOW more of it. The moment it becomes curious it starts searching for INFORMATION.
Once there is adequate information, it will start comparing with a LIKE product. The comparison may be price, packaging, continuous availability, local or foreign manufacture etc. This ping pong game will continue until the MIND finds a LOGICAL ANSWER to the WHAT question.
Positioning Strategy
This is where marketing expertise comes into play. Suitable strategies are designed to occupy a space in the MIND of the customer.
How are these strategies designed?
Mind has certain likes, dislikes, beliefs, attachments and so on. A thing or any statement that stimulates what the MIND likes, it will give a space for that material or product.
Therefore,
POSITIONING MEANS OCCUPYING
A SPACE IN THE MIND OF
A CUSTOMER
And Positioning Strategy is
THE MEANS THRU WHICH
A PRODUCT OCCUPIES
A SPACE IN THE MIND OF
A CUSTOMER
One of the means adopted to penetrate the MIND of the customer is thru statements, known as POSITIONING STATEMENTS. These statements are coined very carefully, so that the moment it strikes the mind, it straight hits what the customer likes, or has been looking for, his beliefs and so on. It will enable the MIND to give a space for the product.
Example of a Position Statement
 |
| First generation Maruti 800 DX |
Maruti Suzuki way back in 1984 introduced a small car with high fuel efficiency in India. It was a big success. But later on people started feeling that although it was fuel efficient, leg room was so small that people who sit inside felt cramped and on long distance journeys, passengers felt pain. MIND of the customers then had wanted a car that was, Small, Fuel efficient & has More leg room.
 |
| TATA Indica |
This was when TATA came out with Indica and launched an excellent Position Statement that became the greatest success in the sales of Indica in India.
Friends,
You will have to await TL 26
To know about that success spinning
POSITION STATEMENT
Image: Nutdanai Apikhomboonwaroot / FreeDigitalPhotos.net
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