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Product Positioning: Done By, Nidhi Subash

This document discusses product positioning and its importance in marketing plans. It defines product positioning, provides examples, and outlines key steps including understanding customer needs, weighing competitive pressures, targeting communication channels, and crafting messages. Product positioning involves highlighting the benefits of a product for particular audiences.

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Sree Lakshmy
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255 views

Product Positioning: Done By, Nidhi Subash

This document discusses product positioning and its importance in marketing plans. It defines product positioning, provides examples, and outlines key steps including understanding customer needs, weighing competitive pressures, targeting communication channels, and crafting messages. Product positioning involves highlighting the benefits of a product for particular audiences.

Uploaded by

Sree Lakshmy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Product Positioning

Done by,
Nidhi Subash
What is 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.
Examples of Product Positioning
• Product positioning can involve a number of different elements. A product can be
positioned in a favorable way for a target audience through advertising, the channels
advertised through, the product packaging, and even the way the product is priced.
For example, market research may have revealed that the product is popular among
mothers. What do they like about the product? What should be highlighted about
the product to attract them? And where should the product be advertised to reach
them? With the answers to these questions, an effective marketing campaign can be
created to send benefit-driven messages to the target audience wherever they may be
(such as Facebook, where targeted ads can be purchased based on demographics
and interests).
Steps to Product Positioning
• Know your target audience well –
It is essential for the marketers to first identify the target audience and then
understand their needs and preferences. Every individual has varied interests, needs
and preferences. No two individuals can think on the same lines. Know what your
customers expect out of you. The products must fulfill the demands of the individuals.
• Identify the product features -
The marketers themselves must be well aware of the features and benefits of the
products. It is rightly said you can’t sell something unless and until you yourself are
convinced of it. A marketer selling Nokia phones should himself also use a Nokia
handset for the customers to believe him.
• Unique selling Propositions
Every product should have USPs, at least some features which are unique. The organizations must create
USPs of their brands and effectively communicate the same to the target audience. The marketers must
themselves know what best their product can do. Find out how the products can be useful to the end-
users ?
Why do people use “Anti Dandruff Shampoo?”
Anti Dandruff Shampoos are meant to get rid of dandruff. This is how the product is positioned in the
minds of the individuals.
Individuals purchase “Dabur Chyawanprash “to strengthen their body’s internal defense mechanism and
fight against germs, infections and stress. That’s the image of Dabur Chyawanprash in the minds of
consumers.
USP of a Nokia Handset - Better battery backup.
USP of Horlicks Foodles - Healthy snack
Communicate the USPs to the target audience through effective ways of advertising. Use banners, slogans,
inserts and hoardings. Let individuals know what your brand offers for them to decide what is best for
them.
• Know your competitors –
A marketer must be aware of the competitor’s offerings.
Let the individuals know how your product is better than the competitors? Never
underestimate your competitors.
Let the target audience know how your product is better than others.
The marketers must always strive hard to have an edge over their competitors.

• Ways to promote brands -


Choose the right theme for the advertisement.
Use catchy taglines.
The advertisement must not confuse people.
The marketer must highlight the benefits of the products.
• Maintain the position of the brand
For an effective positioning it is essential for the marketers to continue to live up to the
expectations of the end - users.
Never compromise on quality.
Don’t drastically reduce the price of your products.
A Mercedes car would not be the same if its price is reduced below a certain level.
A Rado watch would lose its charm if its price is equal to a Sonata or a Maxima Watch.
The Importance of Product Positioning to the Marketing
Plan
• Understanding Customer Needs
Effective product positioning requires a clear understanding of customer needs so that the
right communication channels are selected and key messages will resonate with customers.
Product positioning starts with identifying specific, niche market segments to target – not just
women over 25 but women from 25 to 30 who work in senior-level management positions,
make $X per year, are single and enjoy sporting activities. The more specific, the better.
In addition to identifying the customer based on demographic and psychographic
(personality/lifestyle) attributes, marketers need to understand customer needs, especially
relative to the products and services they have to offer, to clearly convey value as part of their
marketing plan.
• Weigh Competitive Pressures
Marketers must weigh competitive pressures when they are considering the
positioning elements of their marketing plans. Effective positioning conveys to
consumers why this company's product or service should be preferred over
other competitive options based on what the company knows about the target
audience's needs. Effective marketing plans clearly identify how the company's
products or services are different from competitors' offerings and in what ways.
There is no value in being a "me too" product offering and simply copying
what competitors are doing. Marketers must stand out from the crowd in ways
that hold value for their target markets.
• Targeting Communication Channels
Product positioning helps marketers consider how their offerings are different
from others that consumers have to choose from. But it is not enough to know
this from an internal perspective – marketers must communicate this to the
target audiences. To do this effectively, they must choose communication
channels that are designed to connect with their identified target audiences at
times when they will be most receptive to these messages.

Consider how automobile manufacturers position their products through


communication via television commercials during sporting events, for instance,
or how cosmetics manufacturers run full-page, full-color ads in women's
magazines.
• Carefully Crafted Key Messages
The final challenge in effective product positioning is conveying the
differentiating, value-added aspects of your product or service to your target
audience through the communication channels you have selected. These
messages are designed to convey how your product is different (and better)
than competitive offerings, as well as to address the value-added attributes that
are important to your audience. Product positioning is at the foundation of any
effective marketing plan because it impacts the ultimate purchase decision.

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