MARKETING POSITIONING OF PRODUCTS AND SERVICES OF ENTERPRISES IN THE MANUFACTURING AND NON-MANUFACTURING SECTORS

Анотація

The article is devoted to the study of marketing positioning of products and services of enterprises of the production and non-production spheres in a competitive market. It is determined that marketing positioning is the process of defining and forming a unique image of a product, service or brand in the minds of the target audience in order to distinguish it from competitors. It is established that the production sector, oriented towards B2B markets, is characterized by long-term partnerships and an emphasis on rational aspects, such as quality, standardization and economic benefit. In contrast, the non-production sector, in particular the service sector, focuses on creating an emotional connection with customers, trust and personalization. The key aspects of forming a unique market position that contributes to brand recognition, customer loyalty and sales growth are considered. In the production sector, the emphasis is on technical characteristics, quality and innovation, while in the non-production sector (service market) emotional appeal, personalization and customer orientation are priorities. Based on the analysis of the literature and a comparative approach, the main parameters of marketing positioning are identified, taking into account the specifics of the goods market and the services market, namely: target audience, unique selling proposition, brand image, competitive environment, value proposition, communication channels, pricing policy, emotional perception, geographical focus, product/service life cycle, positioning accuracy, brand trust. A comparison of marketing positioning tools for enterprises in the manufacturing and non-manufacturing sectors is carried out, such as: product differentiation, pricing strategy, branding and logo, communication channels, service support, innovations and technologies, visual materials and advertising, sales channels, reputation and image, localization and personalization. An author's algorithm for forming a marketing positioning strategy is proposed, which includes an analysis of the market environment, determination of unique value, market segmentation, selection of positioning tools, development of a communication strategy and monitoring of effectiveness. Special attention is paid to the impact of digital transformation and economic instability on the adaptation of positioning strategies. The need for a differentiated approach to positioning is justified to increase the competitiveness of enterprises in the goods and services market.

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