Why market positioning is the key to a successful global marketing plan

So, you want to expand your brand globally. You have created your global marketing plan, translated your website and are ready to go.

However, have you stopped to think about how your brand will be viewed by buyers in different markets? What will make you different from other businesses offering similar products? This could all be very different than in your home market.

This is why it is essential to be strategic about your market positioning and make sure your brand appeals to the right audience.

What is market positioning and why is it vital to your global marketing plan?

Market positioning is the process of establishing a certain identity for your brand in the minds of the customers and how it is distinguished from the products of your competitors. This makes your market positioning strategy a critical part of your global marketing plan.

A good market positioning strategy will differentiate your brand from others and let customers know why they should buy from you over a competitor.

How to create a market positioning strategy

Research your competitors

Do some research on the current conditions of the marketplace and the positioning of your competitors. You can then identify gaps that your brand can fill. If you understand the current market conditions, you will have a better insight into what influence they currently have on your target demographic.

Write a positioning statement

This statement clarifies your brand identity, what makes it unique, who is your product for and why buyers should choose you over your competitors. 

Develop a unique market position

It is now time to develop a unique identity for your brand in the minds of your buyers, distinct from other brands within your space. There are several ways in which you can differentiate yourself. Some examples of market positioning strategies are:

• Your pricing
• Quality of your products
• Your product’s ability to solve customers’ problems
• Customer service
• Ease of use and application

Positioning is vital when entering a new market. A well-designed market positioning strategy will enable you to clearly communicate to customers and buyers what makes your brand unique and valuable.

Are you a wholesale fashion business looking to go global? Get in touch with us at BLANC to find out how we can connect you with over 20,000 buyers worldwide.