Product Positioning
About Product Positioning
Product
positioning is a form of marketing that presents the benefits of your
product to a particular target audience. Through market research and
focus groups, marketers can determine which audience to target based on
favorable responses to the product.
Product positioning is an important component of any
marketing plan, but it doesn’t have to be limited to one audience. For
example, a product may have a main target audience and also a secondary
audience that is also interested in the product but perhaps in a
different way. Each audience will find the product appealing for
different reasons, which is why it’s important to tailor marketing
messages to focus on the benefits each audience values most.
Why is Product Positioning important?
Very
few products will represent the ideal solution for everyone. Trying to
build a marketing story so broad that it appeals to everyone will likely
result in messaging that fails to resonate with anyone. Product teams
need to understand the segment of the market most likely to find their
product appealing. They also need to be able to articulate the value of
their product in a way that will resonate specifically with that
audience.
If a business wants to market a line of clothing to
upper-income consumers, for example, it will be a mistake to try
positioning those products as affordable. A better approach might be
positioning the company’s apparel brand as the choice of key influencers
among the upscale demographic.
Who should take the Product Positioning Exam?
• Product marketing directors and managers
• Product managers
• Corporate marketing managers
• Advertising managers
• Press relations managers
• Demand generation managers
• Event managers and planners
• Copywriters
• Marketers of all levels working at large companies
• Business leaders working at start-ups or small companies
Product Positioning Certification Course Outline
1. Market Analysis
2. Competitor Analysis
3. User Requirements Research
4. Product Positioning
Certificate in Product Positioning FAQs
What are the types of product positioning?
There are three standard types of product positioning techniques brands ought to consider: relative, separation, and division. Through these methodologies, brands can help their product stand out by focusing on the right crowds with the best message.
What is product positioning and why is it important?
Product positioning is an important component of a promoting plan. Product positioning is the interaction advertisers use to decide how to best impart their products' credits to their objective clients dependent on client needs, competitive tensions, accessible correspondence channels, and carefully created key messages.
How do you use product positioning?
Five Steps to Positioning Your Product
• Understand why Your Customers use Your Product
• Identify the Market You're in and the Persona You're Going After
• Determine the Market's Maturity
• Determine People's State of Mind
• Tying it Together.