Concept of Product Positioning
Product positioning is what comes to mind when the target market thinks about the organizational product compared to your competitor’s products. “Product positioning” is a marketing technique intended to present products in the best possible light to different target audiences. Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. Product positioning refers to consumers’ perceptions of a product’s attributes, uses, quality, and advantages and disadvantages relative to competing brands. Product positioning consists of creating the message likely to reach this group.
Positioning involves symbol and message manipulation including displays and packaging. Positioning is a strategic decision and action intended to create and maintain the firm’s product or service concept in the customer’s mind. Positioning is also defined as the way by which the marketers attempt to create a distinct impression in the customer’s mind.
In positioning, the firm selects some of the key differentiation factors on which it has a competitive advantage and establishes the image so that customers view the product or service as different. The goal of product positioning is to keep the product on top of the customers’ minds when they are considering making a purchase. For a successful positioning, the following three objectives must be achieved:
- 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
While generating the product positioning strategies, the message should be sound from the following aspects.
- 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
Positioning can be done in several ways. The major positioning is mainly based on attributes, benefits, image, use occasion, user, competitors, and product class.
- 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.
