Brand Positioning in established markets: New approaches in "Everyday Marketing"

Data analysis in market segmentation and brand positioning studies is orientated primarily towards the idea of the launch of innovative differentiated brands which form a new sub-category in the market. However, everyday marketing is not about establishing new sub-categories, but about gaining a foothold in existing markets, achieving market leadership there or defending such a position, for example. Assessments of market segmentation studies based on false ideals deliver misleading signals, however, and are thus in part responsible for the high rate of flops. This article shows which analysis steps are required in order to obtain information with which success can be achieved in existing markets.