Product Positioning
The term “products” can take many forms, including actual product for sale, targeted services, or even your overall company. However you define it, positioning your product for success often makes the difference between winners and everyone else.
One of our first jobs is to clearly define your competitive set. This can include all of the other products, services, and companies that a customer could use instead of yours. Who is currently winning in the marketplace? How can your value proposition be leveraged as a competitive advantage? How do we validate this information?
The next step is to clearly differentiate your product in a way that is meaningful, relevant, and compelling to your core target. This requires seeing the world through the eyes of your customer – what is most important to them and how can your product or service help make their life easier.
Consider This: Each link in the Strategic Marketing Value Chain relies on the steps that preceded it. For example, you can’t effectively position your product until you know what problem you solve & why it is important (Value Proposition) and who you’re positioning it to (Customer Targeting).
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