Proven Method To Profit By Positioning You And Your Brand Effectively

Product Positioning Process

Generally, the product positioning process involves:

  1. Defining the market in which the product or brand will compete (who the relevant buyers are)
  2. Identifying the attributes (also called dimensions) that define the product 'space'
  3. Collecting information from a sample of customers about their perceptions of each product on the relevant attributes
  4. Determine each product's share of mind
  5. Determine each product's current location in the product space
  6. Determine the target market's preferred combination of attributes (referred to as an ideal vector)
  7. Examine the fit between:
    • The position of your product
    • The position of the ideal vector
  8. Position.

The process is similar for positioning your company's services. Services, however, don't have the physical attributes of products - that is, we can't feel them or touch them or show nice product pictures. So you need to ask first your customers and then yourself, what value do clients get from my services? How are they better off from doing business with me? Also ask: is there a characteristic that makes my services different?

Write out the value customers derive and the attributes your services offer to create the first draft of your positioning. Test it on people who don't really know what you do or what you sell, watch their facial expressions and listen for their response. When they want to know more because you've piqued their interest and started a conversation, you'll know you're on the right track.


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Product Positioning Process News

May
19

2013-05-19

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May
13

Inferno: A Novel (Robert Langdon)

2013-05-13
Amazon Exclusive: Inside Inferno Explore the sights of Inferno alongside Robert Langdon in this exclusive first look at Dan Brown's latest thriller. As Langdon continued on toward the elbow of the square, he couldsee, directly ahead in the distance, the shimmering blue glass dial of the(read more)
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Jan
24

Wool Omnibus Edition (Wool 1 - 5) (Silo Saga)

2012-01-24
This Omnibus Edition collects the five Wool books into a single volume. It is for those who arrived late to the party and who wish to save a dollar or two while picking up the same stories in a single package.... (read more)
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May
26

The Great Gatsby

2003-05-26
List Price: $15.00In 1922, F. Scott Fitzgerald announced his decision to write "something ... (read more)
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Apr
15

Don't Say A Word

2011-04-15
List Price: $5.99From #1 New York Times Bestselling Author Barbara Freethy come an award winning tale of romance and suspense. Fans of Carla Neggars, Karen Robards, and Nora Roberts will enjoy this intricately suspenseful story that begins with the question -- what if you looked exactly like someone in a famous photograph?... (read more)
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Apr
22

The Hit (Will Robie)

2013-04-22
List Price: $5.99 From David Baldacci--#1 bestselling author and one of the world's most popular, widely read storytellers--comes the most thrilling novel of the year. THE HIT Will Robie is a master of killing. A highly skilled assassin, Robie is the man the U.S. government calls on to eliminate the worst of the worst-enemies of the state, monsters committed to harming untold numbers of innocent victims. No one (read more)
May
08

EnWave Licenses Six New Product Categories to Milne Fruit Products Inc. and Signs New Collaboration Agreement for ...

2013-05-08
EnWave Corporation announced today that it has amended the existing license agreement with Milne Fruit Products Inc. to include the right to produce six...
May
09

Western Lithium Receives USA Patent for Lithium Extraction Process

2013-05-09
Western Lithium USA Corporation is pleased to announce that it has been awarded a Patent from the United States Government for its lithium extraction process that was filed in June 2011. The invention ...
May
19

FutureBrand Wins Prestigious CLIO Award for the new American Airlines

2013-05-19
-- The creative future company garners the first award for an airline in Corporate Identity Design category NEW YORK, May 20, 2013 /PRNewswire/ -- This week at the 54th annual CLIO Awards, FutureBrand ...
May
15

Innovative Optical Density Measurement System Protects Product from Contamination

2013-05-15
A pharmaceutical manufacturer in Argentina faced the challenge of measuring the optical density of a sterile solution in-line without the possibility of product contamination. METTLER TOLEDO developed a reliable solution that ensured sterility was not compromised, and which also reduced product loss. Production of injectable corticoidsteroid Química Montpellier S.A. is a pharmaceutical ...
May
15

Four Ingredients for Sustainable New Product Success Discussed at the 18th Annual Center for Retail Leadership’s ...

2013-05-15
“New product success requires an understanding of the power of the moment. Moments are the instances in the lives of consumers that impact paths to purchase,” said Dave Lundahl, CEO of InsightsNow, Monday at the 18th Annual Center for Retail Leadership’s Executive Forum at Portland State University. Lundahl went on to explain the importance of understanding consumer moments and the process for ...
May
19

2013-05-19