How to position your product???..

 

In a previous article we discussed the definition of positioning as a very important step after segmentation, targeting & differentiation processes. but here we will discuss positioning from a strategic point of view and how to create positioning map.

as we said previously, Positioning is all about 'perception'. As perception differs from person to person, so do the results of how to see & perceive the differentiation e.g what you perceive as quality, value for money, etc.  Thus Products are 'mapped' together on a 'positioning map', “the same as the perceptual map in Consumer Behavior”,  This allows them to be compared and contrasted in relation to each other.

This is the main strength of this tool. Marketers decide upon a competitive position which enables them to distinguish their own products from the offerings of their competition (hence the term positioning strategy).

Take a look at the basic positioning map template below.

The marketer would draw out the map and decide upon a label for each axis. They could be price (variable one) and quality (variable two), or Comfort (variable one) and price (variable two). The individual products are then mapped out next to each other Any gaps could be regarded as possible areas for new products.

The term 'positioning' refers to the consumer's perception of a product or service in relation to its competitors. You need to ask yourself, what is the position of the product you want to implant in the mind of the consumer?

Trout and Ries suggest a six-step question framework for successful positioning:

1. What position do you currently own?

2. What position do you want to own?

3. Whom you have to defeat to own the position you want.

4. Do you have the resources to do it?

5. Can you persist until you get there?

6. Are your tactics supporting the positioning objective you set?

Look at the example below using the auto market.

Product: Ferrari, BMW, Kia, Range Rover, Saab, Hyundai.

Positioning Map for Cars.

The six products are plotted upon the positioning map. It can be concluded that products tend to bunch in the high price/low economy(fast) sector and also in the low price/high economy sector. There is an opportunity in the low price/ low economy (fast) sector. Maybe Hyundai or Kia could consider introducing a low cost sport saloon. However, remember that it is all down to the perception of the individual.

Examples:

watch the following videos..

 

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Source:

- Marketing Teacher website

- Youtube