Useful tips for your thesis when your topic is positioning

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.

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.