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Successful positioning adds value to your store and gives you a head start on the competition. Positioning is the art of standing out, distinguishing your business from others in the mind of your audience. You can stand out with high product quality, great service, low prices, or dedicated care for the environment. But it’s important to communicate this position to your target group, as they eventually decide how they view your store. In this post, I’ll help you position your store in the online market.

The fifth P in marketing

If you’re in marketing, you’re probably familiar with the name Philip Kotler. And if that name doesn’t ring a bell, you’ve might have heard of the four P’s: product, price, place, and promotion. When I studied Marketing decades ago, these were the core of every marketing strategy. Since then, many have added their own extra P’s like people and purpose. Philip Kotler also mentions another P: positioning.

Definition of positioning

Kotler defines positioning (your store or company) as:

“the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market. The end result of positioning is the successful creation of a…

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