Page 57 - EBOOK DPM 10013 POM-FINAL 25.10.2021
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Figure 4.8: Positioning Differences
4.4.3 Communication and Delivering the Chosen Positioning
The organisation must take aggressive actions to provide and
communicate the intended position to target consumers once it has
chosen a position. Positioning the organisation takes action, not just
words. If the organisation intends to establish itself as a leader in
terms of quality and service.
Working out the tactical elements of the positioning strategy is part of
designing the marketing mix, which includes product, pricing,
location, and promotion. It normally takes a long time to establish or
change a position. Positions that have taken years to build can, on the
other hand, be rapidly lost.
Once a company has achieved the desired position, it needs work hard
to keep it by delivering consistent results and communicating
effectively. It has to be closed.
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