Know-How Exchange : Strategy

The first step is to research the marketplace, the customers and the product.

Alas, positioning is only half the journey.

The other half is conditioning.

As well as using positional strategies, you need to condition people's thinking by cementing evidence of what has been to the bricks of what will be.

If this issue were a coin you need to think of conditioning as one face of the coin and positioning as the other. You also need to pay attention to the third area of the coin: its edge. It's on this surface that you'll find the "hard to hold and hard to define" concept of value.

In essence, to position and condition you must connect your prospect's desired outcome (an imagined future) with your promised future, and with your delivered (past and present) benefits.

You condition thinking by creating feelings that people know the college, like it, and trust it. You position the college to deliver these things by creating niche authority, through social and time/niche-related relevance, and through value based insight. Your goal here is to use the evidence of the past and the proof of the present to map the possibility of future.

dear ajit

here are the steps you need to follow to position your business school:

1] Defining the market in which the product or brand will compete (who the relevant buyers are):

unemployed, executive or professional

2] Identifying the attributes (also called dimensions) that define the product 'space'

attributes are Words or phrases that express the impressions of or characteristics of a product or service, such as durability, reliability or good taste..in your case it will be 100% placement assistance, world class facilities, industry tie ups, internship etc.

3] Collecting information from a sample of customers about their perceptions of each product on the relevant attributes

do perceptual mapping or perception mapping


4] Determine the target market's preferred combination of attributes (referred to as an ideal vector)

what your customer prefer: placement assistance, industry tie-ups, internship, facilities etc.


these are some steps i am mentioning. hope it will help you.