International Webinar 2023 - The Role of Digital Based Innovative to Improve Competitiveness – Part 19

In terms of product marketing, there is such a thing as a marketing strategy, one of which is brand positioning. Namely, how to make the company well remembered by consumers or get a special place from consumers. In other words create a unique impression for customers.


The management of the company must be able to approach the brand with customers in a good and intelligent manner. The key to implementing this strategy is that companies must know the uniqueness of their own brand. And has a differentiator from other competitors.


The product is made for sure is the benefit. Here you have to make products that are sold so that the benefits are more than competing products. For example, headache medicine, a similar brand, of course, has the same benefits. But try to make the product have additional benefits. Of course customers will think your product and competitors are the same, but your product is far superior in benefits.


You must have seen that currently there are many similar products scattered on the market. One of them is coffee drink products. The coffee drink is made using bottles, cans, or cartons. This makes consumers think that coffee drinks can be taken anywhere.


The implementation of this price brand positioning strategy is not only based on low prices. But the company makes the price of the product by adjusting the quality. If you can make these products have good quality and affordable prices from competitors, of course consumers will glance at your product.


In advertising, the role of the model or brand ambassador is important in creating imagery. Examples of cosmetic products, liptint and lip gloss, are positioned for use by women who are not confident about their lips. Consumers can use these lip products according to what is imaged or advertised by the product model.


Obviously this one brand positioning strategy must be able to position itself to be better than its competitors. For example, herbal medicinal products, which claim that smart people must take the drug. But there are other competitors who actually make the claim that stupid people have to consume the herbal medicines they sell. Consumers just choose whether they want to be lucky or smart?


This strategy places a product as a leader in the product category. For example, the zoo. Besides children being able to go on a trip to see animals, the zoo can be an educational place. Consumers will certainly remember that if the children want to travel while studying they can come to the zoo.


This strategy is the first step for a company to develop their product and brand. Furthermore, you also need to increase your credibility to strengthen your brand. You must be able to keep consumers to continue to trust the product or brand that is made.


If consumers are already attached to your product, of course they can also be a way for your product to be known more widely. Consumers will of course recommend your product to their colleagues or friends to use it.


The material above was presented by a presenter from Pakistan in an international webinar held by STEKOM University in collaboration with Universities from Pakistan, Malaysia, and various other parties. The name of the presenter is Dr. Amena Sibghatullah who is an assistant professor and head of marketing college of management science, KIET University, Pakistan.


This international webinar activity is part of the implementation of STEKOM University's commitment to increase various international activities. This was done in order to realize the vision to become an international-class university. Various international activities carried out by STEKOM University continue from year to year. There are international activities that are sustainable and there are also some international activities that are not sustainable. All types of international activities are accommodated and regulated by the International department of STEKOM University.