Positioning is one of the most revolutionary concepts ever evolved in management of marketing. Positioning in simple terms means differentiating your product or brand from the competition. It is like selling your car in horse carts market positioning it as an automobile. Positioning is about arresting the attention of your prospects with some difference, be it benefits or features.
It could be largest selling cold drink in your state or largest selling low calorie soft drink in your state or most preferred cold drink by females in your state or something else. As you can see from these examples, the marketing firm is trying to claim something on some plank. Plank could be largest or most beautiful or smallest. As a small business owner you may find some extra value in your brand that can be offered to your customers. This value can be in terms of most convenient store or most friendly store or simply the largest store for your daily needs. You may carry out research for this and try to find out the set of needs of your customers. The positioning plank can be devised on the basis of findings from this study.