Concept of product positioning

Concept of product positioning

it refers to an effort to influence consumer perception of a brand or product relative to the perception of competing brands or products. Its objective is to occupy a clear, unique and advantageous position in the consumers mind.

                    In other words, it is the place a product occupies in the consumers mind in relation to the competing products. It is the perception about the product that the marketer wants to put in the consumers’ minds.

Product positioning is the image that a product produces in the minds of customers in comparison to the competitors’ products and also in comparison to other products of the same company.

Steps of product positioning

•       Identify potential competitive advantages

•       Establish key competitive advantages: as the memory of a consumer is minimal only key and important competitive advantages is to be communicated. Hence comes the requirement of recognizing the key or major competitive advantages

•       Communicate the competitive advantage

Positioning Strategies

•       Competitive positioning (better than competitor/s)

•       Attributes positioning (highlighting one or two attributes)

•       Use/application positioning (Mountain gear, running shoes)

•       User positioning (for children, executive men, boys etc.)

•       Price-quality positioning (best value for price)

•       Product class/category positioning (eco-friendly, biotic)

•       Benefit positioning (special benefits offered)