Communicating and Delivering the Chosen Position

Once it has selected a position, the company have to take strong steps to deliver and communicate the wanted position to target consumers. All of company's marketing mix efforts have to support the positioning strategy.  Positioning the company calls for concrete action, not just for talk.  If the company choose to build a position on better quality and service, it has to first deliver that position. Designing the marketing mix- price, product place, and promotion-fundamentally involves working out the tactical details of the positioning strategy. Therefore, a firm that seizes on a "for more" position knows that it have to produce high-quality products, charge a high cost, distribute via high- quality dealers, and advertise in greater-quality media. It have to hire and train more service people, discover retailers who have a fine reputation for service, and develop sales and advertising messages that broadcast its higher service. It is the only way to build a consistent and believable "more for more" position. Companies frequently find it easier to come up having a good positioning strategy than to implement it. Establishing a position or changing one usually takes a long time. On the contrary, positions that have taken years to build may quickly be lost. Once a company has built the wanted position, it has to take care to maintain the position through consistent and communication and performance. It must deeply monitor and adapt the position over time to match changes in consumer requirements and competitors' strategies. However, the company should ignore abrupt changes that may confuse consumers. Rather, a product's position should evolve slowly as it adapts to the ever-changing marketing environment.