{"id":21677,"date":"2019-06-11T09:21:57","date_gmt":"2019-06-11T08:21:57","guid":{"rendered":"https:\/\/www.inovallee.com\/?p=21677"},"modified":"2019-06-11T09:21:57","modified_gmt":"2019-06-11T08:21:57","slug":"reussir-son-positionnement-concurrentiel-les-cles-et-la-methodologie","status":"publish","type":"post","link":"https:\/\/www.inovallee.com\/en\/reussir-son-positionnement-concurrentiel-les-cles-et-la-methodologie\/","title":{"rendered":"R\u00e9ussir son positionnement concurrentiel : les cl\u00e9s et la m\u00e9thodologie"},"content":{"rendered":"<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/www.inovallee.com\/wp-content\/uploads\/2019\/06\/Productu-management-positionnement-concurrentiel-900x600.png\" alt=\"\" class=\"wp-image-21784\" width=\"450\" height=\"300\"\/><\/figure><\/div>\n\n\n<p>Parce que le positionnement concurrentiel est le fondement de toute la strat\u00e9gie marketing et de toutes les d\u00e9marches commerciales \u00e0 venir (depuis la conception de la base line et de ses outils de communication jusqu\u2019aux entretiens de n\u00e9gociation), le Tarmac organisait le&nbsp;? dernier un atelier de formation \/ action anim\u00e9 par <a href=\"https:\/\/www.linkedin.com\/in\/yvesmahe\/?originalSubdomain=fr\">Yves Mah\u00e9<\/a> pour aider ses entrepreneurs \u00e0 travailler sur leur positionnement.<\/p>\n\n\n<p>Petite synth\u00e8se de l\u2019atelier \u2026<\/p>\n\n\n<h3 class=\"wp-block-heading\"><strong>Qu\u2019est-ce qu\u2019un bon positionnement concurrentiel&nbsp;?<\/strong><\/h3>\n\n\n<p>Le positionnement concurrentiel est ce qui va inciter nos\nclients \u00e0 acheter NOTRE solution pour r\u00e9soudre leur probl\u00e8me&nbsp;: ce qui\nimplique non seulement que notre solution doit apporter des b\u00e9n\u00e9fices clients,\nmais qu\u2019en outre, ces b\u00e9n\u00e9fices doivent \u00eatre sup\u00e9rieurs \u00e0 ceux des offres\nconcurrentes.<\/p>\n\n\n<p>Un bon positionnement est donc celui qui permet de&nbsp;:<\/p>\n\n\n<ul class=\"wp-block-list\"><li>Mettre en valeur un ou deux b\u00e9n\u00e9fices clients\ncl\u00e9s (et pas des fonctionnalit\u00e9s produits)<\/li><li>De mani\u00e8re diff\u00e9renciante par rapport aux concurrents<\/li><li>De mani\u00e8re claire, simple, facile \u00e0 retenir et \u00e0\ntransmettre<\/li><li>Pertinente <\/li><li>Attractive<\/li><li>Et cr\u00e9dible&nbsp;!<\/li><\/ul>\n\n\n<p>Un exemple de positionnement concurrentiel r\u00e9ussi est celui\nd\u2019Instagram&nbsp;: sa base line (fast beautiful photo sharing), lui permettait\nd\u00e8s l\u2019origine de se positionner dans un secteur (photo sharing), en mettant l\u2019accent\nsur ses deux b\u00e9n\u00e9fices clients diff\u00e9renciants (\u00ab&nbsp;fast&nbsp;\u00bb&nbsp;: un\nb\u00e9n\u00e9fice de perodmance, et en effet une grosse partie de la R&amp;D a \u00e9t\u00e9 consacr\u00e9e\n\u00e0 la vitesse de partage, et \u00ab&nbsp;beautiful&nbsp;\u00bb, un b\u00e9n\u00e9fice d\u2019\u00e9merveillement,\nsachant qu\u2019Instagram a \u00e9t\u00e9 l\u2019une des premi\u00e8res applications \u00e0 travailler sur\nles filtres d\u2019am\u00e9lioration de ses photos).<\/p>\n\n\n<p>A l\u2019inverse, le positionnement de Dropbox (your stuff,\nanywhere), est attractif et met bien en avant le b\u00e9n\u00e9fice cl\u00e9, mais ne comporte\naucun \u00e9l\u00e9ment de diff\u00e9renciation par rapport \u00e0 toutes les offres cloud\nconcurrentes \u2026<\/p>\n\n\n<p>Et il est pr\u00e9f\u00e9rable d\u2019\u00e9viter les tartes \u00e0 la cr\u00e8me vues et\nrevues (leader, excellence, innovation \u2026).<\/p>\n\n\n<p>Qu\u2019est-ce qu\u2019un b\u00e9n\u00e9fice cl\u00e9&nbsp;diff\u00e9renciant ?<\/p>\n\n\n<ul class=\"wp-block-list\"><li>Il offre une vraie valeur ajout\u00e9e \u00e0 ses clients<\/li><li>Il est unique par rapport aux offres\nconcurrentes<\/li><li>Il est facile \u00e0 retenir<\/li><li>Il est prouvable<\/li><li>Et durable dans le temps \u2026<\/li><\/ul>\n\n\n<p>Voir le mod\u00e8le de <a href=\"https:\/\/fr.wikipedia.org\/wiki\/Mod%C3%A8le_de_Kano\">Kano <\/a>pour diff\u00e9rencier les indispensables des proportionnels et attractifs.<\/p>\n\n\n<h3 class=\"wp-block-heading\"><strong>Construire son positionnement en 5 \u00e9tapes<\/strong><\/h3>\n\n\n<ol class=\"wp-block-list\"><li>Identifier ses b\u00e9n\u00e9fices clients (puis les trier\npar ordre d\u2019importance du point de vue de la valeur ajout\u00e9e pour le client)<\/li><li>Identifier les b\u00e9n\u00e9fices pr\u00e9empt\u00e9s par les\nprincipaux concurrents<\/li><li>Choisir 2 b\u00e9n\u00e9fices cl\u00e9s sur ses points forts\n(et diff\u00e9renciants)&nbsp;: id\u00e9alement un b\u00e9n\u00e9fice de performance et un b\u00e9n\u00e9fice\nd\u2019\u00e9merveillement<\/li><li>Construire un positionnement court, percutant et\nm\u00e9morable sur ces 2 b\u00e9n\u00e9fices<\/li><li>Tester ce positionnement aupr\u00e8s d\u2019une dizaine de\nclients pour en v\u00e9rifier la pertinence et l\u2019impact<\/li><\/ol>","protected":false},"excerpt":{"rendered":"<p>Parce que le positionnement concurrentiel est le fondement de toute la strat\u00e9gie marketing et de toutes les d\u00e9marches commerciales \u00e0 venir (depuis la conception de la base line et de ses outils de communication jusqu\u2019aux entretiens de n\u00e9gociation), le Tarmac organisait le&nbsp;? dernier un atelier de formation \/ action anim\u00e9 par Yves Mah\u00e9 pour aider [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":21784,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[48,41,44],"tags":[],"class_list":["post-21677","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-reussir-son-lancement-commercial","category-entrepreneur-competences","category-tarmac-incubator"],"yoast_head":"<!-- This site is optimized with the Yoast SEO 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