Single positioning strategy means highlighting the new commercial value of a product in promotion, emphasizing its differences from similar products and the significant personal benefits it brings. Single positioning can be further divided into efficacy positioning, product quality positioning, market positioning, price positioning, and so on. Efficacy positioning highlights the unique functions of a product in advertisements, making it distinctly different from competing products and stimulating specific demand.

 

Reverse positioning is an advertising positioning strategy that leverages the reputation of well-known competitors to attract customers’ attention, sympathy and support, so as to gain a dominant position in the competition. Most enterprises position their products by highlighting outstanding performance, but reverse positioning takes the opposite approach.

 

In advertisements, it highlights the advantages of well-known products or enterprises in the market, admits that its own products are inferior and willing to take a back seat while striving to catch up; or emphasizes the strengths of its own products by acknowledging their weaknesses. This technique uses the public psychology of sympathizing with the weak and trusting honest people, deliberately revealing shortcomings to arouse sympathy and trust.

 

 

Non-positioning is a positioning strategy that artificially differentiates the product market conceptually. Advertising positioning strategies can also be applied to corporate positioning and service positioning. It is an effective method to determine the most favorable appeal position for advertising based on an enterprise’s marketing strategy, product differentiation, market segmentation, product life cycle stage and other factors.

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