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Positioning is to make happy consumers to perceive products and services and what strategies marketing adopt to reach this perceptual goal. Positioning strategies is very important for business in marketing sector. It can be performed from the object attributes, competition, application and the types of consumers involved, or the characteristics of the product class. All these attributes convey a separate direction in developing positioning strategies; it can create a favorable image in the minds of the consumers or audience. There are seven approaches to positioning strategies:
1. Using Product characteristics or Customer as benefit a positioning strategy:
Product characteristics strategy originally focuses upon the characteristics of the product or customer benefits. Product characteristics can be durability, economy or reliability. Product quality is the main subject in this strategy.
2. Pricing as a positioning strategy:
In this strategies depend on products quality and price. People want to get good quality in cheap price.
3. Positioning strategy based on Use or Application:
When companies produce a product, in the same time they have to think about its alternative product. They need to make seasonal product also.
4. Positioning strategy based on Product Process:
Product can be different by people choice. It depends on different types of fashion. Here same products need to present various ways. Product class can be several by people choice.
5. Positioning strategy based on Product Class:
In this strategy product class need to make sure that critical positioning decisions. Here need similar types of product for its alternatives or substitute.
6. Positioning strategy based on Cultural Symbols:
In this stage companies are trying to show that they respect culture and tradition. They use different types of goods that are no conflicted with culture.
7. Positioning strategy based on Competitors:
In this type of positioning strategies, Companies are trying to stay in the market they try to make new brand as they can continue in the market and they can face other competitors. This strategy adopted because of competition.
For every company positioning strategy is very effective. Every company should follow this strategy for their business.
In the XCITE church, they could follow the 7 steps of positioning strategy. But they did not maintain positioning strategy. As a result the church could not afford to employ a full-time pastor and the church depended on volunteer workers.
Creating of awareness for a business, not-for-profit institution or association doesn’t begin or finish with a mission statement. In fact, legation statements are a waste of time in today’s world because they are singularly inward-looking and useless. Consciousness comes from a single peculiar positioning message that stimulates a conversation, and a spirit to know more. For unique positioning a unopposed and coercive positioning message is necessary because it sets apart from other competitors. To be successful, Companies must focus on one thing and be the best at it.
The part of church service is to spread their service to people and welcome them to church.
To increase church’s member and becoming more integrated within community, the following information may be of some help. Though by no means exhaustive, these are techniques that have worked for churches in the past, and which may work for community, as well.
A Clear statements
Make sure that convention has a clear statement of faith and the role it wants to take on in the community at large. A clear statement can help to find new member for community, and can help to draw new members to the church. The affection and compassion of Christ are endless, and endlessly shareable through community and brotherhood. It can help to make strong community.
The church’s services are involved with charity work. The church service is a great way to become more involved with the community. Try to make the church a resource for people who are interested in helping their community, whether they’re Christian or not. Gather information about them who are interested in charity and volunteer work.
Community events are significant path to engage with the society and make neighborhood at the society.
Young people can do any hard job easily. Teenagers are very curious about anything. Hiking, Skiing, and rock climbing trips, battles of the bands and camping retreats all provide opportunities for the youth nearest the church community to invite their friends of other faiths from the community at large to join in activities of friendship and togetherness.
Working with other Religious Organizations
working with other religious organizations can help to make partnership and friendship. Reach out to make friendships with church leaders of other denominations and faiths. Communication is often the first step creating a stronger and more unified neighborhood at the community.
People in Need
Some times church provides social services such as addicted and homeless people often receptive to spiritual guidance in a practical form. Also, single parents, in particular, are often in need of support and advice from their community, and your church has the opportunity to take a major role in the lives of such people and their children.
The XCITE Church cannot maintain its unique positioning in the high competitive church market because the church had not enough resource to run their services properly. They had no full time pastor and also no musicians. The XCITE church had not own venue for their weekly services and run under a volunteer pastor. The church depends on international students and facing financial problem also. To continue church’s activity they need strong financial base but they had not enough wealth. On the other hand, other church’s had huge space for their weekly services and they added new services continuously to their menu. They added new food item on their food menu. The XCITE church had not unique positioning to run their services in the highly competitive church market.
Positioning Strategy. 2012. Positioning Strategy. [ONLINE] Available at:http://www.marketing91.com/positioning-strategies/. [Accessed 07 October 2012].
The Importance of Positioning Strategy | Proteus B2B Marketing Blog. 2012. The Importance of Positioning Strategy | Proteus B2B Marketing Blog. [ONLINE] Available at: http://www.proteusb2b.com/b2b-marketing-blog/index.php/positioning-strategy-b2b-marketing/. [Accessed 07 October 2012].
How to increase Church Membership. 2012. How to increase Church Membership. [ONLINE] Available at:http://www.sharefaith.com/guide/church-business/increasing_church_membership.html. [Accessed 08 October 2012].
How to Increase Church Staff Without Spending a Dime by Ron Edmondson – ChurchLeaders.com – Christian Leadership Blogs, Articles, Videos, How To’s, and Free Resources. 2012. How to Increase Church Staff Without Spending a Dime by Ron Edmondson – ChurchLeaders.com – Christian Leadership Blogs, Articles, Videos, How To’s, and Free Resources. [ONLINE] Available at:http://www.churchleaders.com/outreach-missions/outreach-missions-how-tos/157793-ron_edmondson_how_to_increase_church_staff_without_spending_a_dime_outreach.html. [Accessed 08 October 2012].
Unique Positioning in One Sentence | David Henderson – author, journalist, communications strategist. 2012. . [ONLINE] Available at: http://www.davidhenderson.com/2009/04/16/unique-positioning-in-a-sentence/. [Accessed 10 October 2012].
The key challenges faced by XCITE church
The XCITE church faced some challenges. The first challenge was financial crisis. They could not spend more money for its operating cost. They had not own venue so they had to rent venue for their weekly services and the church spent huge money on its promotional materials. Church had to struggle for covering the operational cost. Most of the church members are student that’s why they could not donate properly to the church. They had to depend on non members for their church activities. As church had financial crisis so they could not employ a full-time pastor. They dependent on volunteer pastor but weekdays he was not available at all. The pastor could not obey his duty properly. Members could not meet pastor when they need so some members were leaving the church. As a result the quality of church’s service goes down. During exam time student cannot co-operate properly due to their study loads also semester break same happened on the church. The XCITE church had limited element such as pastoral care, hospitality and music systems. So the people cannot attend to their church’s ministries. Other main problems are to face XCITE church that is in the church-business they had competitors at the same area. Other competitors had huge space and many facilities. XCITE church caters for only university students but other church can arrange cater for families, students, elderly and children.
To overcome from this key challenges XCITE church can apply SWOT analysis system.
SWOT analysis system
SWOT stands for strengths(S), weaknesses (W), opportunities (O) and threats (T).
An overview of the four factors (Strengths, Weaknesses, Opportunities and Threats) is given below-
Strengths are the abilities that enable to accomplish to the organization’s target. Strengths can be tangible or intangible. These are what well-versed in or what expertise in the organization, the attachments and qualities individually or team and the distinct features that give to organization for its patience. Strengths are the beneficial appearances of the organization or the efficiencies of an organization, that includes process capabilities, human competencies, products and services, customer goodwill, financial resources, and brand loyalty. For the examples of strengths are broad product line, huge financial resources, no debt, committed employees, etc. If XCITE church can manage its financial condition they could solve the problem. The church had not enough money that’s why it faces problem to maintain its operational cost.
Weaknesses are the abilities that prevent from accomplishing to the mission and achieving its full potential. These weaknesses collapse influences on the organizational success and growth. For weaknesses of an organization may be faced depreciating machinery, insufficient research and development facilities, narrow product range, and poor decision-making problems. Weaknesses are manageable. Weaknesses must be minimized and eliminated form organization. The church had not full-time pastor. XCITE church had not enough materials. They depend on students only.
Opportunities are dedicated by the environment within an organization operates. Opportunities are arisen when an organization planning to increase its business range in this situation employ can take benefit of conditions in its environment to plan and execute strategies that enable it to become more profitable as they can prove their ability. Organizations also can gain competitive advantage by making use of opportunities in their farm or industries. Opportunities may emerge from industry/market competition, government and technology. Increasing demand for service opportunities may be arise and employ can prove their skills to the authority. If the XCITE church could accept people from their community and arrange competition to young people who wants to work as volunteer worker for the church could make opportunities for young eople. XCITE church could add some opportunities to their volunteer workers. Church could add cater for families, students, elders, children. They can arrange Sunday school for kids and nice music also.
When a company or organization established in their own business and getting more profit then threats-Threats may arise. Threats are uncontrollable. Any times it can create for business. When a threat comes, the durability and uplift can be at stake. For the examples of threats are increasing competitions leading to excess capacity, unrest among employees, changing technology, price wars and reducing industry profits, etc. XCITE church’s main threats are other huge church and their special services.
SWOT Analysis take steps about information that helps in the firm’s resources and capabilities with the competitive environment. If XCITE church applies SWOT analysis to its operation it can solve its all limitations. It will be effective for XCITE church.
The SWOT analysis is a valuable step in church’ situational analysis. Assessing church’s strengths, weaknesses, market opportunities, and threats through a SWOT analysis is a very simple process that can offer powerful insight into the potential and critical issues affecting for church.
SWOT Analysis – Definition, Advantages and Limitations. 2012. . [ONLINE] Available at:http://www.managementstudyguide.com/swot-analysis.htm. [Accessed 09 October 2012].
SWOT Analysis – Strategy Tools from MindTools.com . 2012. . [ONLINE] Available at:http://www.mindtools.com/pages/article/newTMC_05.htm. [Accessed 08 October 2012].
If I would the pastor of XCITE church I would follow the first strategic option.
I would continue focusing on university students because I believe Young people can do everything. They have energy to do hard job and they are fresh.
To find additional sources of income I would apply marketing mix strategy.
To face the challenges I would apply extended marketing mix known as 7 p’s.
Marketing mix strategy is about achieving marketing objectives through proper analysis of the 7 P’s or elements of marketing. 7 P’s are:
XCITE church’s product is their service. Everyday church should add extra offer and need to compare services with other church’s service. Product should be significant from other’s product. Church should offer its products or service at all in the current market place.
The second P in the formula is price. Develop the habit of continually examining and reexamining the prices of the products and services church sell to make sure they’re still appropriate to the realities of the current market. Sometimes church need to lower prices. At other times, it may be appropriate to raise its price. Many companies have found that the profitability of certain products or services doesn’t justify the amount of effort and resources that go into producing them. Occasionally church’s needed to change its terms and conditions for sale and need to package sale.
The third habit in marketing and sales is to think in terms of promotion all the time. Promotion includes all the ways to tell customers about the products or services and how market and sell to them. Only for promotion sale can be raised dramatically. Even small changes in advertising can lead immediately to higher sales. For publicity posters and lift let can be distributed.
The fourth P in the marketing mix is the place where the product or service is actually sold. Develop the habit of reviewing and reflecting upon the exact location where the customer meets. The XCITE church’s need specific place for its weekly program. As they can rent this place for various purpose.
People are an essential ingredient in service provision; recruiting and training the right staff is required to create a competitive advantage. Customers make judgments about service provision and delivery based on the people representing in an organization. This is because people are one of the few elements of the service that customers can see and interact with.
This element of the marketing mix looks at the systems used to deliver the service. Imagine. An efficient service is needed to make faster process. How quickly and better services they can be provided.
Physical evidence is about where the service is being delivered from. It is particularly relevant to retailers operating out of shops. This element of the marketing mix will distinguish a company from its competitors. Physical evidence can be used to charge a premium price for a service and establish a positive experience. All the church provide same service but need to know about their charge and neat and clean environment.
Marketing mix for a service has additional elements because the characteristics of a service are different to the characteristics of a product. To certain extent managing services are more complicated then managing products, products can be standardized, to standardize a service is more difficult as there it can be affected by factors outside the service providers control.
If I would the pastor of XCITE church I would apply this marketing mix to my church for additional source of income. I think this strategy would be better option for the church.
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