Product Positioning

Product Positioning

For the marketing plan, the product positioning is considered as important element. Based on some factors such as customer need, communication channels or competitive pressures, available communication channels and carefully crafted key messages, the marketers use the product positioning to determine the appropriate way which their product attributes can be introduced to their target customers. The appropriate product positioning can be used to pass the marketing messages to the target consumers.

Customer Needs

The appropriate product positioning can be used to reflect the customer needs. It can ensure the effective communication channels which can be chosen for passing key message to the target customers. The product positioning can be started by identifying the market segments to target. For example, there are women from 25 to 30 and they work at senior positions with attractive salary package. They concern their own appearance and beauty. They enjoy hair removal with good skin.  

Besides, the customer can be identified according to demographic and psychographic matter. The marketers can understand the customer needs and make the offer to their customers with appropriate products and services. It can convey value clearly as one part of marketing plan.

Competitive Pressures

When marketers consider the positioning elements of market plan, they concern the competitive pressures with different weight. The effective positioning can be used to persuade consumers that their product or service is better the other competitive items according to the needs of their target consumers. Besides, the effective marketing plans can be used to identify their products or services which are different from their competitor. The marketers make the unique of their products or services at their markets because there may be no any value if products or services are the same as their competitor.