Positioning is an essential part of launching your product and company in the market. The term “positioning” should be viewed both as a verb and a noun.
As a verb, it can be defined as deploying a set of tools and processes used to influence and control the market’s perception of your product or company in relation to any competing alternatives. As a noun, it can be defined as an attribute or condition associated with your product.
Nevertheless, positioning is not what your company physically does to a product—it is what your company does to a customer’s mind. It provides an effective answer to the question, “What do you do?” Keep in mind that the question has to be answered from the customer’s point of view and clearly state what the product does for the customer.
Customers develop opinions about companies and products, and the positioning of each in the mind of the customer always occurs in relation to the competition or the customer’s other alternatives (which may include doing nothing).
While marketing communications play a part in developing the desired position, it’s worth noting that in reality customers make up their minds based on a wider range of factors, including packaging, pricing, product performance, references and media recommendations.
Positioning is the single greatest influence on a customer’s buying decision.
Each customer evaluates products in the market according to their mental map of the market.
Positioning exists in customers’ minds, not in positioning statements.
People do not easily or willingly change their minds about a product’s positioning.
Positioning must first demonstrate a product’s relevance, using supportable, credible, and factual terms.
Making the product easier to buy through effective positioning makes the product easier to sell.
Mapping the market
Mapping the market involves identifying and staking out the most relevant customer segments. It enables you to