Craven Events

When you have a good understanding of what you want to achieve, your audience and the competition, you can start working out how to position yourself in the marketplace.

Positioning defines an organisation in the public perception - what it does, who it is for, what it stands for - and, most importantly, it differentiates your offer from that of your competitors.

It is important that your positioning is credible and that your target audience believes you have the right to own the position you claim in the marketplace.

Your market positioning will inform the following strategies:

• selecting the market segment you will target
• price: premium, low price, medium price
• language and imagery
• how and where you communicate your messages
• customer services
• atmosphere and ambience
• choice of business partners, collaborators or sponsors