For New York, Uber taxi services will excellently provide taxi services at affordable rates. Our online taxi services promise to provide the best taxi services.
Target Audience
The Uber-Company needs to consider both the demographics and attitude in the process of defining the company’s audience. It is very difficult to appeal to everyone in the market without making the services become generic (Lei & Moon 2015). The company needs to answer some questions in the process of defining the audience, and those questions include who are the consumers and what they particularly need from the business. Also, are the users hip, are they urban professionals or are they retired somewhere in the town of New York. The Uber’s management needs to ask whether their services are geared towards solving some specific problems or do those services address particular needs of the clients (Lei & Moon 2015). The target audience, in this case, represents the taxi users whom the Uber Company targets and wants to appeal. Therefore, the Uber Company is obliged to establish what the customers want and what they are looking for in the company's services.
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Brand
A brand is either a business name, design, term, features or a symbol which makes the service unique from those of the competitors in the market. Also, a brand can sometimes identify an item, group of items or all items and services that the company is offering (Urde & Koch 2014). Therefore, a good brand name must have several qualities and dimensions, for example, both tangible and intangible. The Uber’s brand needs to encompass the way customers relate as well as thinking concerning the company's services, perceptions, attitude, and feelings towards the company (Urde & Koch 2014). The Uber Company needs to think concerning how the customers feel regarding their taxi services. In fact, the company's brand essences need not to sound false. This means the brand needs to be expressed authentically. After drawing the company’s positioning statement, the brand essence of Uber needs to be focused as well as consistently get delivered in the advertising messages.
Benefit/Point of Difference
This is sometimes referred to as the brand strategy. Consequently, the point of difference is one of the most motivating and compelling benefits of the brand. Therefore, the Ubers’s brand strategy needs to capture both the mind and heart of the audience (Wang 2015). Also, it must make the business stand out in relief and leave the competition to fade in the background. Indeed the way the business differentiates itself from the competition matters a lot by creating the loyal customers and the ones who are not likely to continue buying the company’s products but the ones who shall be able to talk about the services being offered by the company (Wang 2015). The point of difference is all about the ability to deliver on the company’s promise as opposed to the fancy words of mouth or the empty promises.
Pain Point
It is very important to solve a pain through business. The company is likely to make a lot of profit after finding the best solution for its problems. The pain points of a company usually revolve around the issues like time pressures, family issues, job matters as well as the socially oriented. Failure to treat these pain points of a company can make the management and workers to feel frustrated and uncomfortable in the market (Lei & Moon 2015). However, research has it that the more difficulty and urgent the problems are, the better chance the business has of selling those problems a remedy. Therefore, any business which is able to deliver a remedy to its problems needs to describe in details on the ways that can be done effectively than the way the competitors in the market can tackle the same problems (Lei & Moon 2015). Among the questions, the business needs to ask include whether it has a proprietary and unique solutions to the problems. This means that the better the Uber services is at tackling the problems, the more valuable the business is likely to get perceived by the c customers in the market.
Competitive frame of reference
This is the point where the Uber’s brand competes with others in the market. It is very easy to understand though sometimes the market where the service competes can be unclear especially in case the product is competing in a multiple or less obvious markets (Urde & Koch 2014). Therefore, the management needs to create the points of difference for each market to achieve the competitive frame of reference
Reason to believe
The business needs to give its audience the reason to believe its services after establishing the point of difference (Urde & Koch 2014). This is also called the brand proof points, or to meaning putting the money where the mouth lies.
Conclusion
The positioning statement as been seen above in the texts is a form of declaration for a company, and it clearly defines the business' markets as well as helping the company to get marketing hence lead to profit maximization. It states both the key benefits of the services and the way the company is different from the competitors in the market. Positioning statement paints a compelling picture of how the business needs its customers to perceive and relate to its brands.
References
Lei, N., & Moon, S. K. (2015). A Decision Support System for market-driven product positioning and design. Decision Support Systems , 69, 82-91.
Urde, M., & Koch, C. (2014). Market and brand-oriented schools of positioning. Journal of Product & Brand Management , 23(7), 478-490.
Wang, C. H. (2015). A market-oriented approach to accomplish product positioning and product recommendation for smart phones and wearable devices. International Journal of Production Research , 53(8), 2542-2553.
