Positioning is the main component of establishing a product in the market. It is slightly different but works alongside the marketing strategies. Positioning creates a perspective about a product. The perception, the customer’s experience, creates a vibe of the product in the market. When people experience good services, they share their experience with others and thus word-of-mouth spreads developing perception into perspective. The perception before positioning takes time to build, but when a product successfully creates and maintains a standard, the positioning opens ways for the product’s growth. It is crucial to remember that positioning is not about the product but the one who buys it—the target customers. It is not about how you make this product presentable before your target customer that makes them buy it.
Positioning Process:
The process starts with a ‘something different’ status of your product and thus this ‘something different’ becomes a unique selling point (USP). But is this something different? Your contribution to a particular niche. For example, if your product is a floor cleaner, what will make it unique among competitors?
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- Product’s credibility
- Customer’s reviews
- Reasonable price
- Customer Service
All this contributes to the process of positioning but may or may not attract people to purchase your product. Here emotional attention comes into play. After covid-19 everyone was concerned with immunity and cleanliness. For marketers, it becomes a good selling point. People’s concerns are the key factors to grow a business. Now, the floor cleaner’s ads start plugging in the statement kills coronaviruses. Dalda, a Pakistani cooking oil company, introduced ‘Dalda Kalwanji oil’ for better immunity in times of covid-19. The necessity and sense of insecurity become unique selling points for brands and they make massive profits.
Catchy Captions/slogans:
Another crucial aspect that contributes to the positioning of the product is a catchy caption/slogan that directly influences the audience. The one-line statement describes the essence of a product. Nike’s slogan “Just do it”, or Disneyland’s caption: “The happiest place on earth” highlights their target audience. The Nike shoe brand is world-famous for sports shoes whereas Disneyland is a playland for children and families equipped with games and fun activities that make their audience happy. Whereas Gillette’s caption: “The best a man can get” highlights the product’s unique selling point of giving a smooth shaving experience. The captions/slogans are selling statements that clearly define the essence of the products.
5 Strategies for Positioning a Product to stand out
There are five strategies that you can use to make your product stand out among competitor
Positioning on Product’s features:
To sell your product, you need to highlight one selling point—the key benefit of your products that makes your product unique. For example, Honda is a sign of reliability, and Ferrari is a luxury car—a style statement. Brands communicate the unique selling point of the product that makes it different from others.
Positioning strategy on price:
The brands that position themselves on a price target audience that can easily afford it. McDonald’s is a brand that positions itself at the most reasonable price that everyone can afford. It is the place for families where the reasonable prices and happy meals make families their preference when it comes to family hangouts.
Positioning on Luxury:
Some brands position themselves on a luxury strategy. Their product creates a sense of luxury and style statement. The high prices are associated with high-quality products. Sana Safinaz’s Pakistani clothing luxury brand is an expensive retailer brand and speaks of style for modern women.
Positioning on product’s use:
The positioning strategy is often used for meal replacement options for the targeted audience. For example, Ensure—is a nutritional milk supplement for old age. The ads about Ensure specifically during the month of Ramadan will increase its purchase.
Positioning strategy based on the competition:
Positioning based on competition refers to the strategy of using a brand’s reference to introduce a different element of your product. For example, Ariel and Express power. The Express Power ads refer to the blue particles formula of ariel and make a point of difference that Express Power has the same blue formula but a low price.
Conclusion
There are more strategies to this process. However, these strategies can best establish your product as a reliable resource and customer-friendly experience.