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28 April 2024
Useful tips for your thesis when your topic is positioning
If you are writing a thesis in the field of marketing or communications, you may choose to use positioning as a topic. In this case we offer you tips, tools and useful models that you can use to shape your thesis.
When do you choose positioning as a thesis topic?
Positioning is an important part of any marketing and communication plan, because it determines how your brand is seen in the market. By developing an effective positioning strategy, you can differentiate yourself from competitors and build a strong bond with your target group. Clear positioning helps organizations make well-considered choices and clearly define what they stand for.
If you notice that your client has difficulty distinguishing themselves from the competition, positioning can be a valuable topic for your thesis. However, it is important to first conduct preliminary research and determine the actual knowledge problem before you choose to position it as a thesis topic.
Step-by-step plan for drawing up a positioning
If you choose positioning, go through the following steps:
1. Start with your problem analysis and problem definition
You start with the problem analysis and problem definition. Here you describe the knowledge problem from the internal and external context of the organization. This step is important to determine whether positioning is actually the right solution for the identified problem. Sometimes a client may ask for positioning advice, while your problem analysis shows that this is not the core problem. For example, if you find out that customers are not satisfied with your client's services, in that case it is better to conduct a customer satisfaction survey.
2. Examine the current situation
To arrive at the desired positioning, first start with the current situation. To do this, you research the competition and how they position themselves and you research how the organization's customers view the organization. You can use qualitative or quantitative research for this. Finally, you look at how the organization sees itself or how it wants to be seen. In this way you map the possible gaps between current and desired positioning. You will bridge these gaps with your newly chosen positioning.
Then set up the desired positioning
To draw up the desired positioning, it is best to use a positioning model such as the MCD model by Riezebos & Van der Grinten, the McKinsey Brand Driver model, the Unilever Brand Key model or the Golden Circle by Sinec. We describe them below.
Which models can you use for positioning?
MCD model by Riezebos & Van der Grinten
The MCD model, developed by Rik Riezebos and Jaap van der Grinten, focuses on three core components that must be in balance for effective positioning: Brand, Target Group and Competitors. You start by defining the brand identity, which looks at how the organization sees itself and how the target group and competitors perceive or experience the identity. With this insight, an organization can then choose which distinctive position it wants to take in the market.
McKinsey Brand Driver model
The McKinsey Brand Driver model is used to position brands such as Coca Cola and Pepsi Cola. You use the model to identify attributes that are both relevant and distinctive for the brand. The model has 'Drivers' who score high on differentiation and relevance, 'Antes' who score high on relevance and low on differentiation, 'Fool's Gold' who score high on differentiation and low on relevance, and 'Neutrals' who score low on both differentiation as relevance. To position your brand well, you need as many Drivers as possible because they are the most attractive to the customer.
Unilever Brand Key model
The Unilever Brand Key model provides a structured approach to defining the essence of a brand. The model consists of eight steps, each dealing with an aspect of the brand, such as the core values, the mission, the vision, the personality and the positioning compared to competitors. By going through these steps, a brand can clearly define and communicate its identity and positioning to the target group.
Golden Circle model by Simon Sinek
Simon Sinec came up with the Golden Circle, see the video below. This model emphasizes the importance of communicating the 'WHY', 'HOW' and 'WHAT' of an organization.
In the model, the 'WHY' represents the core, the deeper reason why an organization does what it does. The 'HOW' refers to the specific way an organization works, this is often the unique approach or values that distinguish it from others. Finally, the 'WHAT' represents the specific products, services or actions of the organization. By communicating based on the 'WHY', an organization creates an emotional connection with its target group. This leads to loyalty and engagement, as people are attracted to brands that share their values and have a purpose beyond just making a profit. For example, organizations that work from their WHY are Apple, Coolblue and Bol.com.
Contact Jouw Scriptiecoach if you need immediate help with your thesis.
Do you need immediate help with your thesis? Then request a free consultation now. During the consultation, we look at how best we can help you and which supervisor would be most suitable for your subject. You’ll also receive an immediate estimate of the number of hours we’ll need to get you across the finish line. Then you can easily purchase the hours online, and once the payment has gone through, we immediately connect you to your thesis supervisor. They’ll contact you quickly (often on the same day) so that you can get back to working on your thesis as soon as possible.