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RIPOSIZIONARE IL PRODOTTO NON E’ RIPOSIZIONARE L’AZIENDA

Nel linguaggio corrente di marketing si continua a parlare di posizionamento o di riposizionamento. Il riferimento è al prodotto. Si parla di posizionamento delle automobili, dei prodotti per cosmesi, per abbigliamento, per alimentari, ecc. Si prende nota che la serie 3 o 5 di BMW surclassa le altre marche, l'auto Peugeot 307 diesel continua a cercare di darsi un posizionamento soddisfacente verso l’alto senza riuscirvi, i prodotti della serie Dove di Unilever sono percepiti come prodotti da mass market, il caffè Illy ha un posizionamento molto alto, e così via.
Nei servizi il posizionamento coincide quasi sempre con il posizionamento aziendale. Così i treni intercity sono assimilati alle Ferrovie delle Stato, i servizi Comunali sono assimilati alla burocrazia comunale o statale, la consulenza aziendale è assimilata alle persone e alla società di appartenenza, la grande distribuzione si identifica con la società. Esselunga supera le altre catene della GDO, McKinsey si colloca al top delle società di consulenza, ecc.
Meno scontata è l’accezione di posizionamento aziendale. Esso riguarda la strategia che ogni azienda ha deciso di attuare nei confronti dell’ambiente esterno in senso lato (banche assicurazioni, fornitori, clienti, partner, contoterzisti, ecc). Non riguarda un aspetto specifico. Coinvolge l’azienda, tutta. Ovvero, gli atteggiamenti/comportamenti e i contenuti dell’offerta,  degli acquisti, la tecnologia. Coinvolge l’azienda come sistema. In particolare, parliamo di posizionamento aziendale tout court quando si rileva il  posizionamento attuale. Si passa al riposizionamento quando si tratta di modificare atteggiamenti/comportamenti e/o contenuti dell’offerta. Le cause del riposizionamento aziendale possono essere molte. Prima fra tutte la perdita di clienti, quindi il fatturato. Normalmente al calo delle vendite, quindi del fatturato, corrisponde anche un calo di Reputazione. Comunemente si parla di calo di immagine. Molto più ponderoso è misurarsi con la Reputazione. Non basta fare comunicazione per essere conosciuti. Occorre che gli acquirenti e gli stakeholder sperimentino il vissuto del rapporto con l’azienda con cui hanno a che fare.
Di questi tempi non è più sufficiente riposizionare i prodotti. La crisi attuale richiede una ben più profonda revisione del solo posizionamento di prodotti. Occorre mettere mano all’intero business.   

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