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What are the main ways to position a product?
Brands/products can be positioned in many different ways in the marketplace. However, there are several major categories of positioning approaches, which will help us understand the range of positioning options available.
The major positioning categories include:
- Positioning by product attribute (product feature and/or benefit): Focusing on specific features or benefits that the product offers, highlighting what makes it unique or valuable to consumers.
- Positioning by user: Targeting a specific type of user or consumer segment, showcasing how the product meets the needs or lifestyle of that group.
- Positioning by product class: Positioning the product in relation to a different product category, often as an alternative or complement to existing choices.
- Positioning versus competition: Directly comparing the product to competitors, emphasizing how it outperforms or differentiates itself in key areas.
- Positioning by use/application: Highlighting specific ways the product can be used, emphasizing its versatility or suitability for particular scenarios.
- Positioning by quality or value: Focusing on the product’s superior quality, affordability, or overall value proposition to appeal to budget-conscious or premium-seeking consumers.
- Positioning by cultural symbolism: Associating the product with cultural values, traditions, or symbols to resonate with a specific group’s identity or heritage.
- Positioning by problem-solving: Emphasizing how the product addresses or solves specific challenges or pain points faced by consumers.
- Positioning by emotional benefit: Creating an emotional connection with consumers, such as happiness, confidence, or a sense of belonging, that the product evokes.
- Positioning by lifestyle: Associating the product with a particular lifestyle or aspiration, appealing to consumers who identify with that way of living.
- Positioning by innovation: Highlighting cutting-edge technology, advancements, or unique features that set the product apart as a market leader or trendsetter.
Main Categories of positioning
| Positioning Category | Description |
|---|---|
| By product attribute | A product attribute is a specific feature or benefit of the product. Positioning in this way focuses on one or two of the product’s best features/benefits, relative to the competitive offerings.
Example: A smartphone brand highlighting its superior camera capabilities compared to competitors. |
| By user | This positioning approach highlights the user (the ideal or representative target consumer) and suggests that the product is the ideal solution for that type of person. It may even contribute to their social self-identity.
Example: Athletic gear marketed to professional athletes or fitness enthusiasts who identify with high-performance lifestyles. |
| By product class | This positioning strategy tends to take a leadership position in the overall market. Statements with the general message of “we are the best in our field” are common.
Example: A luxury car brand positioning itself as the epitome of luxury and innovation in the automotive industry. |
| Against competition | With this approach, the firm would directly compare (or sometimes just imply) a comparison against certain well-known competitors (but generally not the whole product class as above).
Example: A fast-food chain emphasizing faster service or healthier options compared to its primary competitors. |
| By use/application | With this approach, the product/brand is positioned in terms of how it is used in the market by consumers, indicating that the product is the best solution for that particular task/use.
Example: A cleaning product marketed as the best solution for removing tough stains quickly and efficiently. |
| By quality or value | Some firms position products based on relatively high quality or claim that they represent significant value.
Example: A budget airline promoting itself as offering the best value for money for frequent travelers. |
| By lifestyle | This approach connects the product with a particular lifestyle or aspiration, appealing to consumers who identify with that way of living.
Example: A sustainable clothing brand positioned for eco-conscious consumers who prioritize environmentally friendly choices. |
| By emotional benefit | This positioning creates an emotional connection with consumers, focusing on the feelings the product evokes, such as happiness, confidence, or security.
Example: A children’s toy brand emphasizing the joy and bonding it brings to families. |
| By using a combination of the above options | Some products/brands are positioned using a combination of the above positioning options. However, care needs to be taken not to clutter and confuse the message by trying to connect with too many different positioning elements.
Example: A luxury skincare brand positioned as high-quality (quality), designed for young professionals (user), and promoting relaxation and self-care (emotional benefit). |
Which positioning approach to use?
One of the key goals of positioning is to be able to enter an existing competitive market, by highlighting some unique features, benefits, and advantages to the end-consumer, with the goal of winning market share (often from selective demand). With this task in mind, the following table of questions can act as a guide to the selection of an appropriate positioning statement.
| Area to Consider | Questions to Ask |
|---|---|
| Market gaps |
|
| Substance/support |
|
| Market need |
|
| Competitive barrier |
|
| Profitable |
|
| Communication |
|
| Internal alignment |
|
| Flexibility |
|
Test Your Knowledge: Positioning Strategies
- What is the primary goal of positioning in a competitive market?
- a) To maximize production efficiency
- b) To highlight unique features and win market share
- c) To reduce product prices
- d) To increase the number of competitors
- Which of the following questions should you ask when considering market gaps?
- a) Can we produce at a lower cost than competitors?
- b) Where are the gaps in the target market?
- c) How easily could competitors duplicate our position?
- d) Does the positioning align with our internal processes?
- What is the key consideration under the ‘substance/support’ category?
- a) Identifying emotional benefits of the product
- b) Determining how easy it is to communicate the positioning
- c) Evaluating if the firm can deliver on the positioning promise
- d) Assessing market gaps and their potential
- Why is understanding market need important for positioning?
- a) It ensures the firm can produce high-quality products
- b) It identifies whether the positioning will appeal to the target market
- c) It evaluates the ease of communication with consumers
- d) It minimizes competition from other brands
- Which of the following describes a competitive barrier in positioning?
- a) The positioning focuses on product use and application
- b) It addresses long-term sustainability and ease of duplication by competitors
- c) It highlights internal alignment with company goals
- d) The positioning ensures product profitability
- What is a key factor to evaluate when determining if a positioning strategy will be profitable?
- a) How well the product aligns with consumer trends
- b) Whether the target market perceives the position as differentiated
- c) The level of sales and profits likely to result from the positioning
- d) The firm’s ability to innovate and adapt
- Why is communication a critical consideration in positioning?
- a) It ensures the product has the lowest price in the market
- b) It simplifies the positioning statement for media and target market understanding
- c) It reduces the need for a supportive marketing mix
- d) It eliminates the need for competitive differentiation
- What should be assessed to ensure internal alignment of a positioning strategy?
- a) The ease of communicating the strategy to the target market
- b) Whether the positioning matches the company’s mission and vision
- c) The scalability of the positioning for future growth
- d) The emotional connection it creates with consumers
- Why is flexibility important in a positioning strategy?
- a) It allows the strategy to evolve with market and consumer changes
- b) It ensures the positioning dominates competitors permanently
- c) It guarantees maximum profitability in all scenarios
- d) It minimizes the need for a robust marketing mix
- What is the purpose of considering market gaps when selecting a positioning approach?
- a) To determine how to reduce costs across the product line
- b) To identify unmet demand and justify targeting those areas
- c) To align the positioning with the firm’s internal resources
- d) To simplify communication strategies across different channels