What is Product Positioning?
First of all, it must be remembered that the marketing strategy includes two primordial questions, which are:
- Which customers will we serve (segmentation and objetivo market)?
- How are we going to create value for the client (differentiation and positioning)?
Of course, there are also authors that the elements of a marketing strategy are 3, which are:
- Segmentation: Identify and evaluate segments.
- Objetivo market: choose the segment(s) and select the objetivo market.
- Positioning: Define the positioning of the offer.
Well, in this article I am going to focus specifically on what the concept of positioning means.
I hope you find it useful.
Introduction
Once a company has already determined its objetivo market, that is, it has already selected one or more market segments from all possible market segments; The company then has to escoge how it is going to differentiate its market offering for each objetivo segment and the positions it wants to occupy in that segment.
In a nutshell:
- You have to determine a objetivo market.
- You have to escoge how you are going to differentiate yourself and what position you want to occupy in your chosen objetivo market.
Definition of product positioning according to authors
Next, I am going to leave you some of the definitions of product positioning that I have found.
Of course, in the end I will leave you the bibliography.
Definition of product positioning according to Roger A. Kerin and Steven W.
Hartley
“Product positioning refers to the place a product or offering occupies in the minds of consumers, relative to important attributes that compare to those of competitors”
(2018, p.236)
Definition according to Philip Kotler
«Achieving a product to occupy a clear, distinctive and desirable place in relation to competing products, in the minds of objetivo consumers»
(2012, p.49)
Definition according to Laura Estela Fischer de la Vega , and Jorge Espéculo Mudo
«The term positioning refers to a general marketing program that influences the mental perception (opinions, impressions and associations) that consumers have of a brand, product, group of products or company, in relation to the competition»
(2017, p.101)
Definition according to Nathalie Van Laethem, , Yvelise Lebon, and Béatrice Durand-Mégret
«Positioning is the differentiating character of an offer (a product or a brand) in relation to competitors, so as to exclude any possible confusion.
In other words: “Positioning is about selecting the playing field where we are first in the minds of our customers.”
(2013, p.81)
Definition of product positioning according to Al Ries and Jack Trout
According to Nathalie Van Laethem, Yvelise Lebon, and Béatrice Durand-Mégret, citing Al Ries and Jack Trout, the positioning is as follows:
«The positioning is based on the product, that is, on a tangible good, on a service, on a company, on an organization and even on a person.
It is not associated with what we do with the product, but rather with what it represents in the mind of the prospect.”
(2013, p.80)
How does positioning help?
Why do marketers seek to position a product? Well, a quick answer is that if a product is perceived by consumers to be equal to competing products, then, What reasons do consumers have for purchasing the product?
Therefore, we cánido say that a good positioning perro be seen as a competitive advantage for the company.
I say this because positioning cánido help determine the ability of a company to compete in the selected segment.
Think about the following:
Many people call the sticky pen Pritt, right? But, the reality is that Pritt is the brand and there are other brands that offer a afín product (Adhesive Pen).
Of course, there are many examples like that.
For example, if I talk about teléfonos inteligentes, what brand is the first one you think of? Many companies are fighting for you to think of their brand first, instead of the competition.
How should a product positioning statement be made?
Julián Villanueva and Juan Manuel de Toro, in their book they mention that a typical structure to propose the positioning of a product is the following:
«For» (objetivo segment), (the brand/product) «is» (the most important promise that you want to highlight) «among» (competitive environment), «because» (the reason that supports the promise)
Example of a product positioning statement
The example that Julián Villanueva and Juan Manuel de Toro give us is the following:
“For” parents of babies in Spain, Dodot Activity “is” the most absorbent and comfortable diaper for their child, both day and night, “among” the premium brands of diapers on the market, “because” its ultra gel absorbent, its ergonomic design and elastic leg bands guarantee no leaks, as well as longer diaper wear time and greater comfort for your baby»
Bibliography
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