Product Positioning: Definition, Purpose, Elements, and How to Develop It
Posted: Tue Dec 03, 2024 4:00 am
Product positioning is one strategy that can be done by a brand to maintain and develop its business. Like other strategies, positioning must be done correctly so that the brand's goals can be achieved. For that, a businessman should understand the concept of positioning well .
This discussion will review product positioning , what its goals are, and the elements in it. Check out the full details below, okay!
Understanding the Concept of Product Positioning
Product positioning is the process of determining a product's place in the market relative to competing products. Positioning can involve naming and branding , packaging design, pricing, distribution channels, or marketing communications. It is often determined by the marketing department within a company.
In other words, product positioning is the process of designing superior value for a product and market appeal. It is one of the most important aspects of marketing and can be done in many ways.
The first thing to think about when thinking about positioning is the target audience and their needs. The goal is to make sure that the product satisfies as many needs as possible. This will help differentiate it from other products in the market and help you avoid price wars with competitors.
Positioning is a very important part of marketing where phone number databaselist marketers plan how to position their products relative to competitors. This is done based on factors such as price, quality, features, and benefits.
Product positioning can be done through different channels, such as advertising, packaging, pricing, distribution channels, message design, public relations, and so on.
Product Positioning Objectives
There are different types of positioning objectives that business owners can apply to their brand , business, or company. One type of positioning objective is the target market objective, which involves marketing the product to a specific group of people. Another type is the competitive objective, which focuses on how you want your product to be positioned superior to other similar products in the market.
In addition, here are some of the objectives of implementing product positioning :
Target specific markets more effectively.
Understand and meet consumer needs.
Increase product sales significantly.
Building good communication with consumers.
Building a solid position in market competition.
Elements of Product Positioning
In implementing product positioning , there are various elements that you can focus on. Through these elements, you can determine what kind of positioning you want to create. Here are some elements that you can use as a reference in implementing a product positioning strategy .
Product Characteristics
The first is to do positioning based on the characteristics of the product offered. In this case, you must recognize as well as possible how the character of the product is. Starting from the features it has, the benefits that can be obtained, the advantages of the product, to the disadvantages of the product itself.
By recognizing the product's character, you can determine what kind of positioning you want to form in the minds of consumers. For example, based on characteristics, when you have a health soap product. Then the positioning that you can raise is a soap that can maintain family health.
It is different if your product is a beauty soap that targets women. The positioning that you raise is no longer a family soap, but can be a fragrant and luxurious beauty soap. The characteristics of the product in general also affect the character of the target market you want to target.
Product Price
Price is one of the most important factors in buying a product. This element can determine the type of people who will buy your product, whether they are high-end or low-end buyers.
Product positioning based on price is one of the most common pricing strategies. This element is a pricing strategy that emphasizes the idea that your product is priced according to its perceived quality.
Understanding the importance of price in marketing, you can start using it as a positioning strategy . You can use different pricing strategies to target different customer segments and get them interested in your products.
A brand or company will typically offer its products at different price points, with each successive product being slightly more expensive than the previous one. This creates the illusion of higher quality and prestige, as customers feel they are getting better value for their money.
Product Quality
Different products have different qualities, which is why they are positioned differently in the market. For example, an expensive car will be positioned as a luxury car. While a cheap car will be positioned as an affordable option for people who want to save on transportation costs.
This product positioning based on quality is also related to prestige. Not a few people think that buying related products shows high prestige too. It doesn't matter if the price they pay has to be higher than other products.
This discussion will review product positioning , what its goals are, and the elements in it. Check out the full details below, okay!
Understanding the Concept of Product Positioning
Product positioning is the process of determining a product's place in the market relative to competing products. Positioning can involve naming and branding , packaging design, pricing, distribution channels, or marketing communications. It is often determined by the marketing department within a company.
In other words, product positioning is the process of designing superior value for a product and market appeal. It is one of the most important aspects of marketing and can be done in many ways.
The first thing to think about when thinking about positioning is the target audience and their needs. The goal is to make sure that the product satisfies as many needs as possible. This will help differentiate it from other products in the market and help you avoid price wars with competitors.
Positioning is a very important part of marketing where phone number databaselist marketers plan how to position their products relative to competitors. This is done based on factors such as price, quality, features, and benefits.
Product positioning can be done through different channels, such as advertising, packaging, pricing, distribution channels, message design, public relations, and so on.
Product Positioning Objectives
There are different types of positioning objectives that business owners can apply to their brand , business, or company. One type of positioning objective is the target market objective, which involves marketing the product to a specific group of people. Another type is the competitive objective, which focuses on how you want your product to be positioned superior to other similar products in the market.
In addition, here are some of the objectives of implementing product positioning :
Target specific markets more effectively.
Understand and meet consumer needs.
Increase product sales significantly.
Building good communication with consumers.
Building a solid position in market competition.
Elements of Product Positioning
In implementing product positioning , there are various elements that you can focus on. Through these elements, you can determine what kind of positioning you want to create. Here are some elements that you can use as a reference in implementing a product positioning strategy .
Product Characteristics
The first is to do positioning based on the characteristics of the product offered. In this case, you must recognize as well as possible how the character of the product is. Starting from the features it has, the benefits that can be obtained, the advantages of the product, to the disadvantages of the product itself.
By recognizing the product's character, you can determine what kind of positioning you want to form in the minds of consumers. For example, based on characteristics, when you have a health soap product. Then the positioning that you can raise is a soap that can maintain family health.
It is different if your product is a beauty soap that targets women. The positioning that you raise is no longer a family soap, but can be a fragrant and luxurious beauty soap. The characteristics of the product in general also affect the character of the target market you want to target.
Product Price
Price is one of the most important factors in buying a product. This element can determine the type of people who will buy your product, whether they are high-end or low-end buyers.
Product positioning based on price is one of the most common pricing strategies. This element is a pricing strategy that emphasizes the idea that your product is priced according to its perceived quality.
Understanding the importance of price in marketing, you can start using it as a positioning strategy . You can use different pricing strategies to target different customer segments and get them interested in your products.
A brand or company will typically offer its products at different price points, with each successive product being slightly more expensive than the previous one. This creates the illusion of higher quality and prestige, as customers feel they are getting better value for their money.
Product Quality
Different products have different qualities, which is why they are positioned differently in the market. For example, an expensive car will be positioned as a luxury car. While a cheap car will be positioned as an affordable option for people who want to save on transportation costs.
This product positioning based on quality is also related to prestige. Not a few people think that buying related products shows high prestige too. It doesn't matter if the price they pay has to be higher than other products.