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If our message is aimed at the client and not the product, the selection process is simplified, with concepts and principles that can increase the effectiveness of communication, which is based on the concept that communication must take place in the appropriate time and under the right circumstances. To fix the message in the mind in an indelible way, it is not the most important message, but to be the first to penetrate it, in fact it is very difficult to enter, if we do it second. However, there are certain positioning strategies for those who are not number one.

Positioning refers to strategies aimed at creating and maintaining in the minds of customers a certain concept of the company's product or service in relation to the competition, being part of a natural progression when market segmentation is used.

To do this, it tries to develop a special image of the product or service in the mind of the client, creating a positioning to place the product or service in the minds of the clients. That is why it should be clear that Positioning does not refer to the product, but to what is done with the minds of the customers or the people whom you want to influence.

The Importance of Positioning in Marketing

It is a fact that the manufacturer or service provider must convince its target (target market) that its product or service will satisfy their need, better than that of the competition.

Faced with so many products, companies and noises of today, the fundamental approach of positioning is not to start from something different, but to manipulate what is already in the mind; sort existing ideas. The best way to reach the information-saturated society is with a simple message and penetrating the mind, concentrating on the receiver and how it has to be perceived and not on the reality of the product.

Introduction

The way in which the product or service is perceived or positioned within the minds of consumers may be more important to its success than the product or service itself.