{"id":2934,"date":"2024-07-09T14:03:22","date_gmt":"2024-07-09T11:03:22","guid":{"rendered":"https:\/\/bionluk.com\/blog\/?p=2934"},"modified":"2024-07-12T15:47:16","modified_gmt":"2024-07-12T12:47:16","slug":"marka-konumlandirma-sureclerinde-basariya-goturen-4-kilit-strateji","status":"publish","type":"post","link":"https:\/\/bionluk.com\/blog\/bionluk\/marka-konumlandirma-sureclerinde-basariya-goturen-4-kilit-strateji","title":{"rendered":"Marka Konumland\u0131rma S\u00fcre\u00e7lerinde Ba\u015far\u0131ya G\u00f6t\u00fcren 4 Kilit Strateji"},"content":{"rendered":"\n

Ge\u00e7mi\u015ften g\u00fcn\u00fcm\u00fcze reklamc\u0131l\u0131k sekt\u00f6r\u00fcn\u00fcn en temelini olu\u015fturan \u201cmarka konumland\u0131rma\u201d kavram\u0131 her ge\u00e7en g\u00fcn sekt\u00f6r oyuncular\u0131 taraf\u0131ndan farkl\u0131 perspektiflerde yeniden yorumlanarak hayata ge\u00e7iriliyor.<\/p>\n\n\n\n

Peki marka konumland\u0131rma dedi\u011fimiz bu oyunu kurarken ne gibi planlamalar yap\u0131yoruz?

Nelerden ilham al\u0131yor, neye g\u00f6re karar veriyoruz?<\/p>\n\n\n\n

Marka Konumland\u0131rma Nedir?<\/strong><\/h2>\n\n\n\n

Hangi i\u015flemlerle s\u00fcre\u00e7leri y\u00f6netiyor; istenen sonuca gitmek i\u00e7in hangi ad\u0131mlar\u0131 takip ediyoruz?<\/p>\n\n\n\n

\u00d6ncelikle marka konumland\u0131rma dedi\u011fimiz bu uzun hikayenin k\u00fcnyesine bir bakal\u0131m.<\/p>\n\n\n\n

Marka konumland\u0131rma \u015firketinizi tan\u0131tan, \u00fcr\u00fcn ve hizmetlerinizi a\u00e7\u0131klayan, hedef pazar\u0131n\u0131zda sizi neyin farkl\u0131 k\u0131ld\u0131\u011f\u0131n\u0131 tan\u0131mlayan geni\u015f bir \u00f6zettir.<\/p>\n\n\n\n

“Modern Pazarlaman\u0131n Babas\u0131” olarak bilinen Philip Kotler’e g\u00f6re marka konumland\u0131rman\u0131n tan\u0131m\u0131 \u015fudur:<\/p>\n\n\n\n

\n

<\/p>\nHedef pazar\u0131n zihninde \u00e7arp\u0131c\u0131 bir yer edinmek ad\u0131na \u015firketinizin sunduklar\u0131n\u0131 ve imaj\u0131n\u0131 tasarlama eylemi\u2026<\/strong><\/em><\/cite><\/blockquote>\n\n\n\n

Bu metafordan da hareketle, bir markan\u0131n hedef pazar\u0131na y\u00f6nelik A\u2019dan Z\u2019ye haz\u0131rlanan; rakiplerinden ayr\u0131\u015ft\u0131ran ve sadece kendisini hat\u0131rlatan unsurlar\u0131 bir araya getirme \u00e7abas\u0131na ‘marka konumland\u0131rma’ diyebiliriz.<\/p>\n\n\n\n

Rakibi olmayan bir marka i\u00e7in konumland\u0131rmadan s\u00f6z etmek bu sebeple \u00e7ok m\u00fcmk\u00fcn de\u011fildir. Di\u011fer bir deyi\u015fle, rakip demek marka i\u00e7in yeni bir konumland\u0131rma f\u0131rsat\u0131 da demektir. <\/p>\n\n\n\n

Konumland\u0131rman\u0131n temelinde sahiplenme ve \u00f6zg\u00fcnl\u00fck vard\u0131r. \u00c7\u00fcnk\u00fc t\u00fcketicinin zihninde \u00fcr\u00fcne ait \u00f6zellik bir marka ile her zaman e\u015fle\u015fmektedir.<\/p>\n\n\n\n

Hedef kitlenin zihninde bu alg\u0131y\u0131 olu\u015fturabilmek i\u00e7in \u00fcr\u00fcn veya hizmete \u00f6zel stratejiler geli\u015ftirmek gerekmektedir. <\/p>\n\n\n\n

Peki bu stratejiler neler? Sorunun yan\u0131t\u0131n\u0131 maddeler halinde s\u0131ralayal\u0131m:<\/p>\n\n\n\n

    \n
  • Rakibe G\u00f6re Konumland\u0131rma Stratejisi<\/strong><\/li>\n<\/ul>\n\n\n\n

    Birbirine rakip olan markalar\u0131n  kendi \u00fcr\u00fcnlerinde sahip oldu\u011fu farkl\u0131 \u00f6zellikleri \u00f6ne \u00e7\u0131kararak yapt\u0131klar\u0131 konumland\u0131rmaya rakibe g\u00f6re konumland\u0131rma stratejisi denmektedir.

    \u00d6rne\u011fin, bir havayolu firmas\u0131n\u0131n, di\u011fer havayolu firmalar\u0131na g\u00f6re daha s\u0131k u\u00e7u\u015f saati koymas\u0131 veya daha konforlu bir u\u00e7u\u015f deneyimi sunmas\u0131 gibi…<\/p>\n\n\n\n

    Buradaki temel ama\u00e7 markan\u0131n hedef kitlesine verdi\u011fi hizmette di\u011ferlerinde olmayan bir avantaj\u0131 sa\u011fl\u0131yor olmas\u0131 ve en temelde buna odaklan\u0131larak t\u00fcm pazarlama faaliyetlerinin y\u00fcr\u00fct\u00fcl\u00fcyor olmas\u0131.<\/p>\n\n\n\n

    Bu strateji, bir \u00fcr\u00fcn\u00fcn, ayn\u0131 \u00fcr\u00fcn grubundaki di\u011fer rakip \u00fcr\u00fcnlerle ayn\u0131 \u00f6zelliklere sahip oldu\u011funu vurgularken ayn\u0131 zamanda \u00fcr\u00fcn\u00fcn bir y\u00f6n\u00fc ile farkl\u0131la\u015ft\u0131\u011f\u0131n\u0131 da ortaya koyar.<\/p>\n\n\n\n

      \n
    • \u00dcr\u00fcn ve Hizmetin S\u0131n\u0131fsal Kitlesine ve \u00d6zelliklerine G\u00f6re Konumland\u0131rma Stratejisi<\/strong><\/li>\n<\/ul>\n\n\n\n

      Bu stratejiye \u00f6rnek olarak, bir krem markas\u0131n\u0131n g\u00fcnd\u00fcz kullan\u0131m\u0131 i\u00e7in pazarlad\u0131\u011f\u0131 bir \u00fcr\u00fcn\u00fcn\u00fc, gece kullan\u0131m\u0131na da uygun oldu\u011funu belirten bir ambalaj ve motto ile gece kremi olarak da pazarlamas\u0131n\u0131 g\u00f6sterebiliriz.<\/p>\n\n\n\n

      Bu stratejide \u00f6nemli olan t\u00fcketicinin ihtiyac\u0131na y\u00f6nelik bir pazarlama alg\u0131s\u0131 yaratabilmektir.Bu stratejinin di\u011ferlerinden farkl\u0131 y\u00f6n\u00fc ise, hedef pazar\u0131 odak olarak ele almakt\u0131r. \u00dcr\u00fcn veya hizmetin hedef pazar baz\u0131nda yeni bir b\u00f6l\u00fcmlendirme ile konumland\u0131r\u0131lmas\u0131n\u0131 temel al\u0131r.<\/p>\n\n\n\n

        \n
      • Hedef Pazara G\u00f6re Konumland\u0131rma <\/strong><\/li>\n<\/ul>\n\n\n\n

        Yeni piyasaya s\u00fcr\u00fclecek bir \u00fcr\u00fcn\u00fcn son t\u00fcketici taraf\u0131ndan h\u0131zl\u0131 kabul g\u00f6rmesi ve pazarda tutunarak ba\u015far\u0131 elde etmesi i\u00e7in yo\u011fun olarak uygulanan stratejidir.<\/p>\n\n\n\n

          \n
        • Fiyat ve Kaliteye G\u00f6re Konumland\u0131rma<\/strong><\/li>\n<\/ul>\n\n\n\n

          Marka konumland\u0131rma s\u00fcrecinde fiyata g\u00f6re konumland\u0131rma asl\u0131nda kalite alg\u0131s\u0131n\u0131 fiyat \u00fczerinden t\u00fcketiciye aktarmakt\u0131r. \u00d6rne\u011fin bir  saat ma\u011fazas\u0131nda 400 TL\u2019den  80 bin TL\u2019ye saat \u00e7e\u015fidi olsa ilk akla gelen 400 TL\u2019 lik saatin kalitesiz oldu\u011fu y\u00f6n\u00fcnde olur. Fiyat-kalite alg\u0131s\u0131 bir\u00e7ok sekt\u00f6rde yayg\u0131n \u015fekilde kullan\u0131lan bir konumland\u0131rma stratejisidir.<\/p>\n\n\n\n

          G\u0131da, giyim, kozmetik ve akla gelen her sekt\u00f6rde fiyat-kalite odakl\u0131 konumland\u0131rmalar yap\u0131lmaktad\u0131r.<\/p>\n\n\n\n

          K\u0131saca reklam sekt\u00f6r\u00fcn\u00fcn ve yetenekli sekt\u00f6r oyuncular\u0131n\u0131n bu stratejilerle kurdu\u011fu b\u00fcy\u00fck marka konumland\u0131rmalar\u0131na  her g\u00fcn yenileri ekleniyor ve eklendik\u00e7e farkl\u0131 bak\u0131\u015f a\u00e7\u0131lar\u0131n\u0131n yans\u0131malar\u0131n\u0131 inceliyoruz. Fakat incelerken art\u0131k neyin neden yap\u0131ld\u0131\u011f\u0131n\u0131 art\u0131k biliyoruz.<\/p>\n\n\n\n

          Sonu\u00e7 olarak markalar,  \u00fcr\u00fcnler ve pazarlar de\u011fi\u015fse de de\u011fi\u015fmeyen tek \u015feyin stratejisiz  oyun kurulmad\u0131\u011f\u0131 ve oyunun galibinin her zaman stratejisi olan\u0131n kazand\u0131\u011f\u0131 maratonu i\u015faret ediyor de\u011finilen t\u00fcm bilgiler.<\/p>\n\n\n\n

          Bu yaz\u0131y\u0131 uzun sekt\u00f6r tecr\u00fcbem ve s\u00fcre\u00e7 i\u00e7erisinde yapm\u0131\u015f oldu\u011fum konumland\u0131rmalar do\u011frultusunda kaleme ald\u0131m. Bahsetmi\u015f oldu\u011fum teknik bilgiler ve na\u00e7izane yorumlamam ile -umar\u0131m- marka konumland\u0131rma projelerinde yer alan de\u011ferli meslekta\u015flar\u0131ma ve bu mesle\u011fe heves eden yetenekli yeni sekt\u00f6r oyuncular\u0131na \u0131\u015f\u0131k tutma noktas\u0131nda katk\u0131 sa\u011flayabilirim.<\/p>\n\n\n\n

          \"\"<\/figure><\/div>\n\n\n\n

          Nilay Kaya<\/strong><\/p>\n\n\n\n

          MeduCRM \u0130leti\u015fim & Ajans Direkt\u00f6r\u00fc<\/em><\/p>\n\n\n\n

          Yazar Hakk\u0131nda<\/strong>
          Arkeoloji ve sanat tarihi lisans e\u011fitiminin yan\u0131 s\u0131ra halkla ili\u015fkiler ve reklamc\u0131l\u0131k lisans\u0131ndan sonra reklamc\u0131l\u0131k sekt\u00f6r\u00fcn\u00fcn farkl\u0131 kanallar\u0131nda g\u00f6revler \u00fcstlenen Kaya, PR ve ileti\u015fim, reklam yazarl\u0131\u011f\u0131 ve devam\u0131nda kreatif direkt\u00f6rl\u00fck gibi pozisyonlarda g\u00f6rev ald\u0131.Global ve lokal bir\u00e7ok markan\u0131n stratejik planlamas\u0131nda ve kampanya y\u00f6netiminde rol oynayarak sekt\u00f6rde ba\u015far\u0131l\u0131 i\u015flere imza att\u0131. <\/p>\n\n\n\n

          \u015euan MeduCRM\u2019in ileti\u015fim direkt\u00f6rl\u00fc\u011f\u00fcn\u00fc ve ProjeMED Yap\u0131m\u2019\u0131n ajans direkt\u00f6rl\u00fc\u011f\u00fcn\u00fc y\u00fcr\u00fcten Kaya, marka konumland\u0131rma ve \u201csa\u011fl\u0131k alan\u0131nda yarat\u0131c\u0131 reklamc\u0131l\u0131k\u201d  kavramlar\u0131 \u00fczerinde \u00e7al\u0131\u015fmalar\u0131na devam ediyor.<\/p>\n","protected":false},"excerpt":{"rendered":"

          Ge\u00e7mi\u015ften g\u00fcn\u00fcm\u00fcze reklamc\u0131l\u0131k sekt\u00f6r\u00fcn\u00fcn en temelini olu\u015fturan \u201cmarka konumland\u0131rma\u201d s\u00fcre\u00e7lerinde nas\u0131l planlamalar yap\u0131yoruz? Detaylar yaz\u0131m\u0131zda!<\/p>\n","protected":false},"author":1,"featured_media":2945,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[1,5],"tags":[92,56],"uagb_featured_image_src":{"full":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2024\/07\/Konuk-Yazar-Blog.jpg",1121,851,false],"thumbnail":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2024\/07\/Konuk-Yazar-Blog-150x150.jpg",150,150,true],"medium":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2024\/07\/Konuk-Yazar-Blog-300x228.jpg",300,228,true],"medium_large":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2024\/07\/Konuk-Yazar-Blog-768x583.jpg",768,583,true],"large":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2024\/07\/Konuk-Yazar-Blog-1024x777.jpg",1024,777,true],"1536x1536":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2024\/07\/Konuk-Yazar-Blog.jpg",1121,851,false],"2048x2048":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2024\/07\/Konuk-Yazar-Blog.jpg",1121,851,false],"ruki-hero-image":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2024\/07\/Konuk-Yazar-Blog-1121x680.jpg",1121,680,true],"ruki-single-uncropped-image":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2024\/07\/Konuk-Yazar-Blog.jpg",1121,851,false],"ruki-single-landscape-image":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2024\/07\/Konuk-Yazar-Blog-1121x834.jpg",1121,834,true],"ruki-single-portrait-image":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2024\/07\/Konuk-Yazar-Blog.jpg",1121,851,false],"ruki-single-square-image":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2024\/07\/Konuk-Yazar-Blog.jpg",1121,851,false],"ruki-landscape-image":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2024\/07\/Konuk-Yazar-Blog-900x600.jpg",900,600,true],"ruki-portrait-image":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2024\/07\/Konuk-Yazar-Blog-600x851.jpg",600,851,true],"ruki-square-image":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2024\/07\/Konuk-Yazar-Blog-600x600.jpg",600,600,true]},"uagb_author_info":{"display_name":"admin","author_link":"https:\/\/bionluk.com\/blog\/author\/admin"},"uagb_comment_info":0,"uagb_excerpt":"Ge\u00e7mi\u015ften g\u00fcn\u00fcm\u00fcze reklamc\u0131l\u0131k sekt\u00f6r\u00fcn\u00fcn en temelini olu\u015fturan \u201cmarka konumland\u0131rma\u201d s\u00fcre\u00e7lerinde nas\u0131l planlamalar yap\u0131yoruz? Detaylar yaz\u0131m\u0131zda!","_links":{"self":[{"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/posts\/2934"}],"collection":[{"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/comments?post=2934"}],"version-history":[{"count":11,"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/posts\/2934\/revisions"}],"predecessor-version":[{"id":2949,"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/posts\/2934\/revisions\/2949"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/media\/2945"}],"wp:attachment":[{"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/media?parent=2934"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/categories?post=2934"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/tags?post=2934"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}