Concept of Product Positioning
- Differentiate: The message should convey the product with a distinct characteristic than competitors
- Address: The customer should highlight important customer buying criteria
- Articulate: Present key product characteristics in an artistic way
- Single-minded — Does it convey one primary message at a time?
- Meaningful — Will it connect with the target audience?
- Differentiating — Does it contrast your strengths against the competition?
- Important — Is it pertinent and significant to the target audience?
- Sustainable — Will it resonate with the target audience well into the future?
- Believable — Will it ring true with the target audience?
- Credible — Can you clearly substantiate your claims?
Types of Positioning
- Attribute positioning: In attribute positioning product characteristics such as quality, durability, taste, price, and features are focused. It is the most basic form of product positioning.
- Benefit positioning: In benefit positioning, the core benefit of the product is highlighted. It is based on end-benefits such as health, beauty, economy, timesaving, etc. It is a more advanced form of positioning.
- Image positioning: In image positioning, marketers highlight the popular aspects of the organization such as company image, brand image, technological superiority, strategic alliances, franchising, etc.
- Use occasion positioning: This positioning is based on the special occasion when the product is generally used. This positioning focuses on a particular occasion or for a particular purpose.
- User positioning: User positioning is based on the special target group who uses the product. It is based on the status or position of the customer such as housewives, students, professionals, athletes, homemakers, etc.
- Product class positioning: In this positioning, marketers present their product as a better product than other existing inferior or outdated products. This positioning highlights its product as a product class such as color paints against distemper.
- Competitive positioning: In this positioning, marketers present themselves stronger, better, and superior to the existing rival brands in the market. They highlight the superior aspects of the product to the existing brands.