POSITIONING SEMUDAH MENEMPEL PLESTER?

Subiakto Official

6 Jun 202009:19

Summary

TLDRThe video script discusses the concept of positioning in marketing, using a provocative title to grab attention. It emphasizes the importance of selecting an existing product category and creating a unique selling proposition through exclusive words or phrases. The speaker illustrates this with examples like Indomie, which became a pioneer in instant noodles by emphasizing its Indonesian ingredients, and Neopiko, which differentiated itself as a coffee-flavored candy. The script also touches on personal branding, suggesting that being the only one with a certain trait can be a powerful positioning strategy.

Takeaways

📚 The script discusses the concept of 'positioning' in the context of marketing and branding.
🏪 It emphasizes the importance of positioning a product within an existing category rather than creating a new one, as it's more challenging.
🔖 The speaker suggests using unique and proprietary words or phrases to differentiate a product within its category.
🚀 Being the first to claim a unique position within a category can be highly advantageous, as pioneers often dominate that space.
🍜 The example of 'Indomie' is given, where the brand claimed the term 'Indonesia' in its positioning, making it synonymous with authentic Indonesian instant noodles.
🍬 Another example provided is 'Permen Kopi', a candy that positions itself as coffee, even though it's a candy, thus appealing to both the rational and subconscious mind.
🌟 The script highlights the power of a simple and provocative title or phrase in capturing attention and making a lasting impression.
🎯 It stresses the need for a positioning strategy to be simple and easy to understand, avoiding overly complex theories that complicate execution.
👨‍🦲 A political branding example is mentioned where a candidate differentiated himself by being the only one with a mustache, making him unique and memorable.
💡 The speaker shares personal experience, suggesting that there are many more strategies that can be employed based on 50 years of experience.
🕊️ The closing remarks include a prayer for success and well-wishes, indicating the speaker's sincerity and good intentions.

Q & A

What is the main topic discussed in the video script?
-The main topic discussed in the video script is the concept of positioning in marketing, with an emphasis on how to effectively position a product or brand in the market.
Why is positioning important for a product or brand?
-Positioning is important because it helps a product or brand to stand out in the market, be recognized by consumers, and establish a unique identity that differentiates it from competitors.
What is the provocative title mentioned in the script related to positioning?
-The provocative title mentioned in the script is 'Hari Gini, Masih Ngomongin Positioning Tempel Pesta Raja-Raja', which translates to 'Today, Still Talking About Positioning: Sticking Labels on Kings', suggesting a bold approach to positioning.
What is the first step suggested in the script for effective product positioning?
-The first step suggested is to choose an existing product category rather than trying to create a new one, as creating a new category can be very difficult.
Why should a company avoid creating a new category for their product?
-Creating a new category is challenging because it requires significant effort and time to establish the category in the market and gain consumer recognition.
What is the significance of using unique words for product positioning as mentioned in the script?
-Using unique words helps to create a distinct identity for the product, making it stand out from competitors and easier for consumers to remember and associate with the brand.
What is the example given in the script about a product that became a new category due to its positioning?
-The example given is Indomie, which positioned itself as 'Indonesia's instant noodles' by emphasizing its use of only Indonesian recipes and ingredients, making it the pioneer and leader in the instant noodle category.
What is the strategy behind using a unique word or concept to differentiate a product?
-The strategy is to create a mental association in consumers' minds that links the product with the unique word or concept, making the product memorable and distinct from others in the market.
How does the script suggest using a unique feature to create a new market category for a product?
-The script suggests using a unique feature, such as the 'gantinya ngopi' (coffee substitute) example, to position the product as different in the market, even if it belongs to an existing category, thus creating a new market perception.
What is the importance of being the first in a category according to the script?
-Being the first in a category is advantageous because pioneers often gain a significant market share and become the default choice in consumers' minds, making it difficult for competitors to displace them.
How does the script relate personal branding to positioning strategy?
-The script uses the example of a gubernatorial candidate, Fauzi Bowo, who differentiated himself by being the only candidate with a mustache, showing that personal branding can also utilize unique identifiers to stand out in a crowded field.
What is the final advice given in the script regarding the positioning strategy?
-The final advice is to choose a positioning strategy that is simple and easy to execute, rather than overly complicated theoretical approaches that might hinder practical implementation.

Outlines

00:00

📚 Understanding Positioning in Marketing

The speaker begins by addressing the audience in a friendly manner and acknowledges the demand for an explanation of the concept of 'Cluster'. They introduce the topic of positioning in marketing, using a provocative title to grab attention. The speaker suggests using a unique and proprietary term to differentiate a product within an existing category, emphasizing the difficulty of creating a new category. They argue that being the first in a category is advantageous, using the example of Indomie, which positions itself as the original Indonesian instant noodle by emphasizing its local ingredients and recipes. The summary highlights the importance of positioning in establishing a product's identity and market dominance.

05:02

🔑 The Art of Unique Positioning

In the second paragraph, the speaker delves deeper into the strategy of positioning by discussing the importance of uniqueness and being the only one in a category. They use the example of a candy brand that differentiates itself by adding 'ngopi' (coffee) to its name, making it stand out as a coffee-flavored candy in a sea of similar products. The speaker also talks about personal branding, referencing a political candidate who stood out by being the only one with a mustache, thus creating a memorable and unique image. The summary underscores the effectiveness of simple yet impactful strategies in making a brand or product stand out in a competitive market.

Mindmap

Keywords

💡Positioning

Positioning in the context of the video refers to the strategy of how a product or brand is placed in the minds of consumers, relative to its competitors. It is a marketing concept that helps to differentiate a product in a crowded marketplace. In the script, the speaker discusses the importance of positioning and provides examples like 'Indomie' using the term 'Indonesia' to differentiate itself as a local noodle brand.

💡Playstore

The term 'Playstore' likely refers to the Google Play Store, a digital distribution platform where users can download and install mobile applications. In the video script, it is used metaphorically to represent the competitive space where products need to be positioned correctly to stand out.

💡Cluster

A 'Cluster' in the script seems to be used to describe a grouping or category of similar products in the market. The speaker mentions 'Cluster' as a way to discuss the positioning strategy, emphasizing the need to stand out within a specific product cluster.

💡Pesta Raja-Raja

This is an Indonesian term that translates to 'Kings' Party' and is used in the script as a provocative title for a video. It is meant to grab attention and illustrate the concept of creating a unique positioning that stands out, even if it seems to 'silence' all other voices in the market.

💡Copyrighting

Copyrighting in this context appears to be a play on the word 'copywriting', which is the act of writing persuasive content to promote a product or service. The speaker uses the term to describe the creation of a catchy and impactful title for the video, which is part of the positioning strategy.

💡Category

In the script, 'category' is used to describe the market segment in which a product operates. The speaker advises against creating a new category and instead suggests leveraging an existing one, then differentiating within it through unique positioning.

💡Competitor

A 'competitor' is another business or product that offers similar goods or services in the same market. The script discusses the importance of differentiating one's product from competitors through unique positioning to gain a competitive advantage.

💡Indomie

Indomie is a brand of instant noodles from Indonesia. In the script, it is used as an example of successful positioning by associating the brand with the term 'Indonesia', emphasizing its local ingredients and recipe, which helps it dominate the instant noodle category.

💡Permen

Permen is an Indonesian term for a type of candy. In the script, it is used to illustrate how adding a unique element, like 'ngopi' (coffee), can differentiate a product within its category, making it stand out as a 'coffee candy' instead of just another candy.

💡Personal Brand

A 'personal brand' refers to the image or identity that an individual projects, which can be used for personal or professional advancement. The script mentions Governor Fauzi Bowo's personal brand strategy, where his unique characteristic of having a beard was used to differentiate him from other candidates.

💡Tipping Point

The 'tipping point' is a concept that refers to the moment when an idea, trend, or social behavior crosses a threshold and spreads rapidly. In the script, it is used to describe the potential impact of a unique positioning strategy that could significantly change a product's market standing.

Highlights

Introduction to the concept of positioning in the context of the Playstore.

The importance of using provocative or sensational language in titles for impact.

Choosing an existing product category for new products rather than creating a new category.

The difficulty and challenge of creating a new category in the market.

The strategy of attaching unique words to existing product categories to stand out.

The example of Indomie using the word 'Indonesia' to differentiate its instant noodles.

The idea that being the first in a category is highly advantageous.

The concept of becoming a category leader by consistently differentiating your product.

The example of Permen Kopi, a candy that mimics the taste of coffee, to create a unique product.

The psychological impact of product positioning on consumers' subconscious minds.

The strategy of using unique identifiers, like Fauzy Bowo's mustache, to stand out in a crowded field.

The importance of being the only one with a unique feature in a competitive market.

The concept of becoming a tipping point in the market through unique positioning.

The idea of using simple strategies for positioning based on experience rather than complex theories.

The emphasis on making strategies easy to understand and execute for better market impact.

The conclusion that positioning strategies should be straightforward and not overly complicated.