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what is product positioning

positioning refers to determining the image and position of a company or product in the eyes of customers or consumers. This image and position should be different. However, as for how to position, some people think that positioning is to position the product. Marketing research and competition practice show that product positioning is not enough, and it must be extended from product positioning to marketing positioning.

five problems that must be solved in product positioning:

who needs to be met?

what do they need?

does what we offer meet the needs?

how to choose the unique combination of needs and offers?

how can these needs be effectively realized?

five-step product positioning

generally speaking, five-step product positioning methods are adopted: target market positioning (Who), product demand positioning (What), enterprise product testing positioning (IF), product differentiation value point positioning (Which) and marketing combination positioning (How). This method provides us with an effective implementation model for product positioning analysis, as shown in the following figure.

five-step analysis of product positioning

step 1: target market positioning

target market positioning is a market segmentation and target market selection, that is, knowing Who to serve. In today's market differentiation, the target customers of any company and any product can't be all people. For the process of selecting target customers, it is necessary to determine the criteria of market segmentation to segment the whole market, evaluate the segmented market and finally determine the selected target market.

Target market positioning strategy:

Ignore the differences and provide only one product for the whole market;

pay attention to differences and provide different products for each subdivided sub-market;

only select a subdivided sub-market and provide corresponding products.

step 2: product demand positioning

product demand positioning is the process of understanding the demand, that is, who needs What. The process of product positioning is the process of subdividing the target market and selecting the sub-market. Segmentation of target market here is the process of segmenting the selected target market and selecting one or several target sub-markets. The demand for the target market is determined not according to the product category, nor according to the surface characteristics of consumers, but according to the demand value of customers. When customers buy products, they always want to get the value of a certain product. Product value combination is realized by product function combination, and different customers have different value demands on products, which requires providing products with the same demands. In this link, it is necessary to investigate the requirements, and the acquisition of these requirements can guide the development of new products or product improvement.

step 3: product testing positioning

enterprise product testing positioning is to carry out product creativity or product testing on the enterprise, that is, to determine what products the enterprise provides or whether the products provided meet the requirements (IF). This link is mainly to design or improve the enterprise's own products. By using symbols or physical forms to show the characteristics of products (undeveloped and developed), we can examine consumers' understanding, preference and acceptance of product concepts. This part of the test research needs to be explored from the psychological level to the behavioral level. In order to obtain the overall acceptance of a product concept by consumers.

Content prompt:

Investigate the interpretability and dissemination of product concepts;

Market development analysis of similar products:

Correlation analysis of product attribute positioning and consumer demand:

Analysis of consumers' purchase intention.

First of all, it is necessary to analyze the correspondence between product concepts and customers' cognition and acceptance, and mainly investigate the interpretability and spreadability of a given product or concept. Many successful entrepreneurs are not necessarily the developers of new products, but the definitions and promoters of new concepts.

Secondly, the market development degree analysis of similar products, including the penetration level and depth of products, the developed market performance of major competitive brands, the exploitability of consumers, and the opportunity of market competition gap, is used to measure the popularization and preference of product concepts. From credibility to preference, there is a level of deepening. Sometimes, the whole industry will face the crisis of consumers' trust. At this time, the launch of new products will face the crisis that the product concept is not trusted and recognized.

Thirdly, it analyzes the relationship between product attribute positioning such as product price and function and consumer demand. Because the acceptance and understanding of the product concept is higher, if there is no demand for the product, if the function of the product does not exactly meet the needs of consumers, or if the needs of consumers are well met by many products, it is still difficult for this product concept to have a good market prospect. Through the correlation analysis of factors affecting product positioning and market demand, the design, development and commercialization process of products are adjusted.

finally, explore whether it is possible for consumers to transform their psychological acceptance and demand into behavioral purchase and use, that is, analyze consumers' purchase intention, so as to determine the final effect of the enterprise's own product positioning. Aiming at the product positioning of enterprises, this level includes new product development research, concept testing, product testing, naming research, packaging testing, product price research and so on.

Step 4: Differentiated value point positioning

Differentiated value point positioning needs to solve the combination of target needs, products provided by enterprises and the characteristics of competitors, and at the same time, consider how these unique points extracted can be combined Which other marketing attributes. On the basis of the above research, combined with the competition research based on consumers, the marketing attributes are positioned. The general methods of positioning unique sales value of products (USP) include positioning from unique value characteristics of products, positioning from problem-solving characteristics of products, positioning from product use occasions, positioning from consumer types, positioning from competitive brands, positioning from product categories, and positioning comprehensively. On this basis, the corresponding differentiated brand image positioning and promotion are needed.

Step 5: Marketing mix positioning

Marketing mix positioning is How to meet the needs, which is the process of marketing mix positioning. After determining to meet the needs of target customers and the products provided by enterprises, it is necessary to design and implement a marketing mix plan to make the positioning in place. This is not only the process of brand promotion, but also the process of organic combination of product price, channel strategy and communication strategy. As Philip kotler said, solving the positioning problem can help enterprises solve the marketing mix problem. Marketing mix-product, price, channel and promotion-is the result of positioning strategy and tactics. In some cases, the process of being in place is also a process of repositioning. Because when product differentiation is difficult to achieve, it must be positioned through marketing differentiation. Today, if you launch any new product and sell it well for less than a month, imitations will appear on the market immediately, and marketing differentiation is much more difficult than product imitation. Therefore, only product positioning is not enough, and enterprises must expand from product positioning to the whole marketing positioning.

The article comes from Baidu Encyclopedia, with five-step positioning ~