The Importance of Positioning Strategy and Target Market Profile of A Company’s Marketing Plan

23 Jun

A call center company dealing with software product leads must learn the importance of positioning strategy and marketing profile for them to have an edge among their competitors. Positioning is your selling concept; this is what motivates people to purchase your product, depending on the image that you choose to project as your brand to your target market. Your positioning statement will clearly identify where your company wants your product to be in your chosen market, thereby providing the direction of the message that will be communicated to your consumers.

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In your Target Market Profile you have to be able to identify your target customers that will represent the highest profit potential based on common characteristics and similar needs such as the following:

The demographic profile. This pertains to the gender, age, education, income, and ethnic background of the consumers. Depending on your product’s nature, certain characteristics will be more important than others, and some will be completely negligible. For instance, is your brand more appealing to males or females? Or can you say that it is gender neutral? The price of your product will also be a main factor.

The psychographic profile. This is also known as the lifestyle profile composed of three important characteristics namely: interests, activities, and opinions of your prospective buyers. It is essential that you are well-versed with the customers’ behavior because this is how you will know how to reach them by using a compelling message. Also, proper info about their media consumption is also crucial so you will know which platform to use in your campaign.

The geographic profile.  Know that geography will have a great influence on your company’s marketing strategy. Thus, your profile must consider your target market’s location in terms of key market or region. This will influence how the budget will be allocated nationwide. Does your particular brand wish to invest on strong regions or regions that require shoring up?

When doing target market profiling, your description must aptly portray the combination of these three: demographic, psychographic, and the geographic characteristics, or at least ones that are important to your company.

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