Market positioning

Where should we position ourselves in the market? What are our competitors doing and how can we differentiate? What are the implications for our business and marketing planning?

The FMCG Sustainability Institute helps you to focus on gaps and opportunities to determine a differentiated Sustainability market position. We do this through our Market gap and opportunity identification process.

Once we have collaboratively identified a potential differentiated Sustainability market position, we help you test it on the people that matter most to your business via Marketing positioning research.

These people include your trading partners, suppliers, key customers, employees and other stakeholders.

The next step is your Sustainability market positioning strategy; your vision for how you want your audiences to see you in the marketplace, over what time horizons.

You may find that your market positioning strategy needs to be refined further into a marketing plan with different strategies for different audiences: trading partners, supply chain, retailers / key customers, shoppers, consumers, employees, stakeholders and community. Each group is likely to need individual attention to maximize your market advantages.

Once your strategy has been determined, the FMCG Sustainability Institute can then assist you end-to-end with Marketing Implementation, to ensure your program gets off the shelf and into action.

We would be happy to discuss the concept of a differentiated Sustainability market position with you. Please contact us