Positioning is the process of establishing a unique and favorable image of a product, brand, or company in the minds of the target audience.
- It differentiates a brand from competitors by emphasizing its unique value proposition, helping customers understand why they should prefer one product over others.
Importance of Positioning:
- Creates brand identity and recognition.
- Helps businesses target the right audience effectively.
- Builds customer trust and loyalty.
- Establishes a competitive advantage in the market.
Types of Positioning:
- Attribute Positioning
- Benefit Positioning
- User Positioning
- Usage Positioning
- Competitive Positioning
- Image Positioning
1.) Attribute Positioning:
It is defined as the positioning based on a specific feature or characteristic of a product that makes it unique from competitors.
- Example: Samsung positions its smartphones based on camera quality, design, and battery life.
2.) Benefit Positioning:
It is defined as the positioning that focuses on the core advantages or benefits that the product offers to consumers.
- Example: Toothpaste brands highlight benefits like teeth whitening, cavity protection, and fresh breath.
2.) User Positioning:
It is defined as the positioning a product for a specific group of customers based on their needs, lifestyle, or preferences.
- Example: Rolex watches are positioned for wealthy, high-status individuals.
3.) Usage Positioning:
It is defined as the positioning based on specific occasions or recommended frequency of use of the product.
- Example: Energy drinks like Red Bull are marketed for athletes, students, and night workers.
4.) Competitive Positioning:
It is defined as the positioning a product by comparing it to competitors’ offerings, emphasizing superior quality, price, or features.
- Example: Apple positions itself as a premium smartphone brand, competing against Samsung.
5.) Image Positioning:
It is defined as the positioning based on the brand’s reputation, values, and overall perception in the market.
- Example: Mercedes-Benz positions itself as a symbol of luxury and superior engineering.
Product Positioning Process:
The product positioning process helps a company establish a distinct identity for its product in the minds of consumers. The steps involved in the process are:
1.) Identify Competitors – Analyze direct and indirect competitors to understand their positioning strategies, strengths, and weaknesses.
- Example: A new smartphone brand identifies Apple and Samsung as its main competitors.
2.) Determine Competitive Advantages – Identify the unique features, benefits, or qualities that make the product stand out from competitors.
- Example: A skincare brand might focus on organic ingredients as its competitive advantage.
3.) Select the Right Competitive Advantage – Choose the most compelling and relevant advantage that aligns with consumer needs and market demand.
- Example: Tesla highlights its electric vehicle innovation and sustainability as its key advantage.
4.) Develop a Positioning Statement – Create a clear, concise, and persuasive statement that communicates the product’s unique value proposition.
- Example: “For fitness enthusiasts looking for a plant-based protein, ABC provides a 100% natural and high-protein supplement.”
5.) Communicate the Position – Use various marketing channels such as advertising, social media, PR, and packaging to reinforce the product’s positioning.
- Example: Nike uses powerful storytelling and celebrity endorsements to communicate its brand’s position as the top sports brand for athletes.
