Positioning is the perception of the firm’s product by the consumers as opposed to that of the competitors. It is an essential aspect of a marketing plan and is used to determine the best way of communicating the products’ features to target consumers. There are several factors to consider while positioning a product; these include the target client’s needs, the competitor’s products, the existing communication channels, and design of the message. An effective product positioning impacts the target group, customers, and influences the decisions (Yiyang, Jiao, & Yongsheng, 2007). The paper will explicate the application of product positioning for campaign data strategy.
Customer Needs
Consumers’ needs are very crucial for an effective product positioning. Comprehending customers’ needs assists in the determination of the best product that meet the market gap. Besides, it helps in the identification of the best channel to utilize when positioning the product. Identification of the market niche is essential sine it gives a firm an opportunity to pioneer in the production of the particular product. Narrowing the targeted clients’ needs to reach the specific customers is imperative rather than capturing generalized information about the population (Van Herpen, Fischer, & Trijp, 2015). The particular needs may be assessed by incorporating both the demographics and psychographics features of the target group. Having a product that is centered on customers’ requirements can enhance its positioning and likelihood to sell on the market.
Competitive Pressures
There is no market in existence without competition. A marketer should weigh the competition in the market so as to devise the best method of positioning the product. After comprehending the needs of the target market, it is advisable to articulate the reasons for the preference of the company’s product as opposed to those of other businesses. Differentiating the product from those of competitors while encompassing the best attributes is imperative for a corporation in a move to attain the best perception (Van Herpen, Fischer, & Trijp, 2015). Therefore, standing out in the market is critical for positioning of the organization’s product unlike being classified as another firm offering a similar product.
Channels of Communication
Communication is amongst the primary factors of product positioning. Without communication, the marketing plan is likely to fall since the target market ends up having insufficient information concerning the product. Furthermore, the competitors are likely to criticize the firm’s product. The selection of the right communication channel is likely to boost product positioning. For instance, the company should choose a channel that can connect with the target consumers as well as establish the right time for conveying the information (Yiyang, Jiao, & Yongsheng, 2007).
Composing Selling Messages
The manner in which the message concerning the product is written is another critical step. For a product to be adequately positioned in the market, it should be backed by a great message that conveys information regarding differentiation and the other value-added procedures of the product (Yiyang, Jiao, & Yongsheng, 2007). For example, a message that contains differentiation of the product as a process of aligning it to the needs of the consumers is likely to induce a positive perception to the target population. Similarly, conveying information regarding promotional activities of the product can attract a significant number of customers to have a positive attitude towards the product (Yiyang, Jiao, & Yongsheng, 2007).
Conclusion
Establishing consumer needs and assessing the market pressures are crucial aspects of product positioning. Besides, coming up with a great selling message communicated through the right channel can assist the company to position its product. Product positioning is the basis for a good marketing plan since it influences the consumer purchasing decision.
References:
Van Herpen, E., Fischer, A. R., & van Trijp, H. C. (2015). How to position ‘mildly sustainable’
products: The joint impact of assortment display and price setting. Food Quality & Preference, 4626-32. doi:10.1016/j.foodqual.2015.06.018
Yiyang, Z., Jiao, J. (., & Yongsheng, M. (2007). Market segmentation for product family
positioning based on fuzzy clustering. Journal Of Engineering Design, 18(3), 227-241. doi:10.1080/09544820600752781
