Thursday, April 4, 2019
Customer As Benefit A Positioning Strategy Marketing Essay
customer As Benefit A localisation scheme Marketing EssayPositioning is to pay off happy consumers to grok merchandises and runs and what strategies foodstuffing adopt to reach this perceptual goal. Positioning strategies is precise important for patronage in commercializeing sector. It send word be performed from the object attributes, competition, application and the types of consumers involved, or the characteristics of the product class. All these attributes convey a separate direction in developing spot strategies it prat pass water a favorable come across in the minds of the consumers or audience. There be seven approaches to positioning strategies1. Using Product characteristics or Customer as benefit a positioning strategyProduct characteristics strategy originally focuses upon the characteristics of the product or customer benefits. Product characteristics can be durability, economy or reliability. Product whole tone is the main stern in this strategy.2. Pricing as a positioning strategyIn this strategies depend on products quality and price. People want to get good quality in cheap price.3. Positioning strategy found on Use or ApplicationWhen companies produce a product, in the same time they put up to signify about its alternative product. They lack to make seasonal product withal.4. Positioning strategy establish on Product exerciseProduct can be different by mint choice. It depends on different types of fashion. Here same products need to present various ways. Product class can be several by slew choice.5. Positioning strategy based on Product ClassIn this strategy product class need to make sure that critical positioning decisions. Here need similar types of product for its alternatives or substitute.6. Positioning strategy based on Cultural SymbolsIn this stage companies ar trying to show that they respect culture and tradition. They use different types of goods that ar no conflicted with culture.7. Positioning stra tegy based on CompetitorsIn this type of positioning strategies, Companies are trying to stay in the market they try to make new brand as they can continue in the market and they can face new(prenominal)(a) competitors. This strategy adopted because of competition.For every company positioning strategy is very stiff. Every company should follow this strategy for their business.In the XCITE perform building building, they could follow the 7 steps of positioning strategy. barely they did non maintain positioning strategy. As a response the perform service could non afford to plight a full-time pastor and the perform depended on propose workers.Unique positioningCreating of awareness for a business, not-for-profit institution or association doesnt begin or finish with a relegation statement. In fact, legation statements are a waste of time in todays world because they are singularly inward-looking and useless. Consciousness comes from a single peculiar positioning mess age that stimulates a conversation, and a spirit to know more. For ludicrous positioning a unopposed and coercive positioning message is necessary because it sets apart from other competitors. To be successful, Companies must(prenominal) focus on one thing and be the best at it.The part of church service is to spread their service to people and welcome them to church.To increase churchs member and becoming more integrated in spite of appearance community, the following information may be of some facilitate. Though by no means exhaustive, these are techniques that have worked for churches in the past, and which may work for community, as well.A Clear statementsMake sure that form has a clear statement of faith and the role it wants to take on in the community at large. A clear statement can help to find new member for community, and can help to draw new members to the church. The affection and compassion of Christ are endless, and endlessly shareable through community and broth erhood. It can help to make strong community.Charity WorkThe churchs function are involved with charity work. The church service is a great way to become more involved with the community. Try to make the church a choice for people who are interested in helping their community, whether theyre Christian or not. attain information about them who are interested in charity and volunteer work.Community howevertsCommunity events are significant path to engage with the society and make locality at the society.Youth ProgramsYoung people can do any hard job easily. Teenagers are very curious about anything. Hiking, Skiing, and contention climbing trips, battles of the bands and camping retreats all provide opportunities for the youth nearest the church community to invite their friends of other faiths from the community at large to join in activities of friendship and togetherness.Working with other Religious Organizations running(a) with other religious organizations can help to make p artnership and friendship. Reach out to make friendships with church leaders of other denominations and faiths. Communication is often the first step creating a stronger and more unified neighborhood at the community.People in NeedSome times church provides social services such(prenominal) as hang onicted and homeless people often receptive to spiritual guidance in a practical form. Also, single parents, in particular, are often in need of support and advice from their community, and your church has the luck to take a major role in the lives of such people and their children.The XCITE perform cannot maintain its unique positioning in the high rivalrous church market because the church had not enough resource to run their services proper(ip)ly. They had no full time pastor and also no musicians. The XCITE church had not own venue for their weekly services and run under a volunteer pastor. The church depends on international students and facing financial problem also. To continue churchs activity they need strong financial base but they had not enough wealth. On the other hand, other churchs had enormous space for their weekly services and they added new services continuously to their menu. They added new food item on their food menu. The XCITE church had not unique positioning to run their services in the highly competitive church market.Reference listenPositioning Strategy. 2012. Positioning Strategy. ONLINE Available athttp//www.marketing91.com/positioning-strategies/. Accessed 07 October 2012.The greatness of Positioning Strategy Proteus B2B Marketing Blog. 2012. The Importance of Positioning Strategy Proteus B2B Marketing Blog. ONLINE Available at http//www.proteusb2b.com/b2b-marketing-blog/index.php/positioning-strategy-b2b-marketing/. Accessed 07 October 2012.How to increase Church Membership. 2012. How to increase Church Membership. ONLINE Available athttp//www.sharefaith.com/guide/church-business/increasing_church_membership.html. Accessed 08 October 2012.How to Increase Church Staff Without Spending a Dime by Ron Edmondson ChurchLeaders.com Christian Leadership Blogs, Articles, Videos, How Tos, and Free Resources. 2012. How to Increase Church Staff Without Spending a Dime by Ron Edmondson ChurchLeaders.com Christian Leadership Blogs, Articles, Videos, How Tos, and Free Resources. ONLINE Available athttp//www.churchleaders.com/outreach-missions/outreach-missions-how-tos/157793-ron_edmondson_how_to_increase_church_staff_without_spending_a_dime_outreach.html. Accessed 08 October 2012.Unique Positioning in One clock time David Henderson author, journalist, communications strategist. 2012. . ONLINE Available at http//www.davidhenderson.com/2009/04/16/unique-positioning-in-a-sentence/. Accessed 10 October 2012.The key challenges faced by XCITE churchThe XCITE church faced some challenges. The first challenge was financial crisis. They could not spend more money for its run cost. They had not own venue so they had to r ent venue for their weekly services and the church fatigued huge money on its promotional materials. Church had to struggle for covering the operational cost. Most of the church members are student thats why they could not donate properly to the church. They had to depend on non members for their church activities. As church had financial crisis so they could not employ a full-time pastor. They dependent on volunteer pastor but weekdays he was not available at all. The pastor could not obey his debt instrument properly. Members could not meet pastor when they need so some members were leaving the church. As a result the quality of churchs service goes down. During exam time student cannot co-operate properly due to their study loads also semester break same happened on the church. The XCITE church had limited element such as pastoral care, cordial reception and music systems. So the people cannot attend to their churchs ministries. Other main problems are to face XCITE church tha t is in the church-business they had competitors at the same area. Other competitors had huge space and many facilities. XCITE church caters for only university students but other church can arrange cater for families, students, elderly and children.To overcome from this key challenges XCITE church can adjudge SWOT analysis system.SWOT analysis systemSWOT stands for strengths(S), weaknesses (W), opportunities (O) and threats (T).An overview of the four factors (Strengths, Weaknesses, Opportunities and Threats) is given below-StrengthsStrengths are the abilities that modify to accomplish to the organizations target. Strengths can be tangible or intangible. These are what well-versed in or what expertise in the organization, the attachments and qualities individually or team and the distinct features that give to organization for its patience. Strengths are the beneficial appearances of the organization or the efficiencies of an organization, that includes process capabilities, huma n competencies, products and services, customer goodwill, financial resources, and brand loyalty. For the examples of strengths are broad product line, huge financial resources, no debt, committed employees, etc. If XCITE church can manage its financial condition they could solve the problem. The church had not enough money thats why it faces problem to maintain its operational cost.WeaknessesWeaknesses are the abilities that prevent from accomplishing to the mission and achieving its full potential. These weaknesses collapse influences on the organizational success and growth. For weaknesses of an organization may be faced depreciative machinery, insufficient research and development facilities, narrow product range, and poor decision-making problems. Weaknesses are manageable. Weaknesses must be minimize and eliminated form organization. The church had not full-time pastor. XCITE church had not enough materials. They depend on students only.OpportunitiesOpportunities are dedicated by the environment within an organization operates. Opportunities are snarfn when an organization forgening to increase its business range in this situation employ can take benefit of conditions in its environment to plan and execute strategies that enable it to become more profitable as they can prove their ability. Organizations also can gain competitive advantage by making use of opportunities in their farm or industries. Opportunities may emerge from industry/market competition, government and technology. Increasing demand for service opportunities may be arise and employ can prove their skills to the authority. If the XCITE church could accept people from their community and arrange competition to four-year-old people who wants to work as volunteer worker for the church could make opportunities for young eople. XCITE church could add some opportunities to their volunteer workers. Church could add cater for families, students, elders, children. They can arrange Sunday school for kids and sensitive music also.ThreatsWhen a company or organization established in their own business and getting more profit then threats-Threats may arise. Threats are uncontrollable. Any times it can create for business. When a threat comes, the durability and uplift can be at stake. For the examples of threats are increasing competitions leading to dissipation capacity, unrest among employees, changing technology, price wars and reducing industry profits, etc. XCITE churchs main threats are other huge church and their special services.SWOT Analysis take steps about information that helps in the firms resources and capabilities with the competitive environment. If XCITE church applies SWOT analysis to its operation it can solve its all limitations. It will be effective for XCITE church.The SWOT analysis is a valuable step in church situational analysis. Assessing churchs strengths, weaknesses, market opportunities, and threats through a SWOT analysis is a very simple proc ess that can offer powerful insight into the potential and critical issues affecting for church.ReferencesSWOT Analysis Definition, Advantages and Limitations. 2012. . ONLINE Available athttp//www.managementstudyguide.com/swot-analysis.htm. Accessed 09 October 2012.SWOT Analysis Strategy Tools from MindTools.com . 2012. . ONLINE Available athttp//www.mindtools.com/pages/article/newTMC_05.htm. Accessed 08 October 2012.If I would the pastor of XCITE church I would follow the first strategic option.I would continue focusing on university students because I believe Young people can do everything. They have energy to do hard job and they are fresh.To find additional sources of income I would turn over marketing ripple strategy.To face the challenges I would apply extended marketing mix known as 7 ps.Marketing mixMarketing mix strategyis about achieving marketing objectives through proper analysis of the 7 Ps or elements of marketing. 7 Ps areProductXCITE churchs product is their ser vice. daily church should add extra offer and need to compare services with other churchs service. Product should be significant from others product. Church should offer its products or service at all in the current market place.PricesThe second P in the formula is price. Develop the habit of continually examining and reexamining the prices of the products and services church remove to make sure theyre still appropriate to the realities of the current market. Sometimes church need to lower prices. At other times, it may be appropriate to raise its price. Many companies have found that the profitability of authentic products or services doesnt justify the amount of effort and resources that go into producing them. Occasionally churchs needed to change its equipment casualty and conditions for sale and need to package sale.PromotionThe third habit in marketing and sales is to think in terms of promotion all the time. Promotion includes all the ways to tell customers about the prod ucts or services and how market and sell to them. Only for promotion sale can be raised dramatically. Even small changes in advertising can lead immediately to higher sales. For publicity posters and lift allow can be distributed.PlaceThe fourth P in the marketing mix is the place where the product or service is actually sold. Develop the habit of reviewing and reflecting upon the exact location where the customer meets. The XCITE churchs need limited place for its weekly program. As they can rent this place for various purpose.PeoplePeople are an essential ingredient in service provision recruiting and training the right staff is required to create a competitive advantage. Customers make judgments about service provision and delivery based on the people representing in an organization. This is because people are one of the few elements of the service that customers can see and interact with.ProcessThis element of the marketing mix looks at the systems used to deliver the service. Imagine. An efficient service is needed to make faster process. How quickly and better services they can be provided.Physical usherPhysical evidence is about where the service is being delivered from. It is particularly relevant to retailers operating out of shops. This element of the marketing mix will distinguish a company from its competitors. Physical evidence can be used to complaint a premium price for a service and establish a positive experience. All the church provide same service but need to know about their charge and neat and scour environment.Marketing mix for a service has additional elements because the characteristics of a service are different to the characteristics of a product. To certain extent managing services are more complicated then managing products, products can be orderd, to standardize a service is more difficult as there it can be affected by factors outside the service providers control.If I would the pastor of XCITE church I would apply this mark eting mix to my church for additional source of income. I think this strategy would be better option for the church.