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POSIZIONAMENTO DEI PRODOTTI E SERVIZI

Nel liguaggio del marketing il posizionamento è generalmente riferito ai prodotti, un po’ meno ai servizi. Quando si fa riferimento ai prodotti si intende la caratterizzazione che si intende conferire ad un prodotto con riferimento alle variabili del marketing mix. Un prodotto è posizionato alto quando è di qualità elevata o eccellente, l’imballaggio è elegante e, soprattutto, la comunicazione evoca situazioni eleganti. Se un prodotto lo si intende posizionare nel cosiddetto segmento sportivo anche la strategia di posizionamento sarà coerente. Nella prassi il posizionamento finisce per conferirlo il tipo di comunicazione. Se si utilizza la comunicazione tradizionale lo spot o le immagini che si vogliono trasmettere faranno riferimento a situazioni energetiche, sportive, o avranno come protagonisti personaggi dello sport.

Il successo o l’insuccesso del posizionamento dipenderà da molte variabili. La variabile più importante sarà sempre l’intensità e la qualità o efficacia della comunicazione.

Di fatto l’intensità della comunicazione, ovvero l’ammontare di budget dedicato alla comunicazione

la fa quasi sempre da pdrone. Ma anche i costi. Ecco la ragione per la quale le aziende, soprattutto di largo consumo, consacrano gran parte della loro liquidità alla comunicazione.

Diverso è il posizionamento dei servizi. Siccome non sono tangibili è difficile posizionarli secondo i propri obiettivi di posizionamento. Le variabili che contano sono: la significatività dei messaggi ed il passa parola. Se dall’esperienza vissuta dai fruitori di quel servizio il posizionamento risulterà azzeccato, è anche probabile che il successo sia assicurato.

Nei servizi il posizionamento è comunque guidato dal tipo promessa che si comunica. Non sempre.

Si prendano le banche. Sono un tipo settore di servizi verso i quali la sensitività o la elasticità, che dir si voglia, sono molto rigide. E’ come dire che il posizionamento dei servizi offerti dalle banche tende a non avere molto successo.

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