Essay About Product Positioning And Examples Of Product

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5. Product Positioning MessagesProduct positioning is crucial to the markets perception of a companys product, and it offers firms the opportunity to affect how customers perceive a product. Its the message a company sends to their target customer that says, “buy me because Im exactly what you want and need.” Failure to properly position a product, or leaving product positioning to chance results in the marketplace positioning your product for you. By leaving product positioning to chance, a company allows their competitors to position the product, and it wont be flattering. Because consumers are relentlessly bombarded with advertising and marketing messages, it is absolutely imperative that a firms product positioning sends a clear, concise, and meaningful message to the target customer, so the customer can cut through the mire and hear what the product has to say to them.

6. Positioning characteristicsBased on what youve learned so far, it should be obvious that the goal of product positioning is to place your product at top of your customers mind while theyre considering a purchase. To do this, firms must achieve three objectives:

* Differentiate your product from the competition* Address important customer buying criteria* Articulate key product (or company) characteristicsMarketing messages have a direct relationship to product positioning. While developing product positioning strategies, it is important to compare the product to the following list of characteristics.

Your product positioning strategy should be:Single-minded; ask yourself if your product positioning strategy delivers one primary message at a time?Meaningful; does it connect with the target audience?Differentiating; does it highlight your strengths against the competition?Important; is it relevant and significant to the target audience?Sustainable; will it resound with the target audience well into the future?Believable; will it ring true with the target audience?Credible; -can you concisely substantiate your claims?7. Positioning strategiesLets examine some tried and true product positioning strategies.Positioning a Product Against a Competitor: This typically requires a specific product superiority claim. A memorable and clever example is Avis Rental Cars Were #2. We try harder.

Positioning a Product Away from a Competitor: Remember when 7-Up referred to itself as the “Uncola?” This is a good example of how to position a product as the opposite of the competition.

Emphasizing Benefits: This requires focusing your product positioning strategy on a benefit your product provides to your target audience. The Mac versus PC commercial is a great example in which Mac delivers their message on how their benefits outshine the PC.

Product Attributes: Emphasizing a specific attribute of a product can also be compelling. For example, the BMW automobile focus is on luxury; the Toyota Prius focuses on economy.

8. Positioning Strategies (Cont.)Product Categories: Firms can effectively differentiate their product by comparing it to a product in a different category. For example when a soap compares itself to lotion, such as when Palmolive dishwashing liquid claims that it softens you hands while you do the dishes.

Usage Occasions: A great example of positioning a product to focus on when or how your product is used by your target audience is Jeeps focus on off-road driving.

Users: A consumer who wants to learn how to enjoy wine, or use a computer, or even file for divorce are well-served by the “Dummies” series of instruction books. By focusing on the unique characteristics of specific users, this series of books appeals to folks who want to learn about a topic from a source that doesnt assume any prior knowledge on the readers part.

9. Positioning TriangleProduct differentiation is the goal of product positioning. Marketers want to position a product to address the target customers buying criteria in order to convey key product attributes. To achieve these objectives, companies must have an in-depth understanding of:

* How their target market makes purchasing decisions* How their competition positions their products* What their product has to offerThese elements represent the positioning triangle and all three have to be in balance for firms to attain competitive advantage.10. Product Positioning and Market SegmentationIf it seems that product positioning is closely related to market segmentation focus, you are correct. When considering product positioning, marketers creating a unique, consistent, and recognized customer perception about a product or business. Like market segment focus, a product can be positioned based on an attitude or benefit, use or application, user, class, price, or level of quality. Product positioning targets a product to specific market segments, therefore the same product can be and should be positioned in many different ways.

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