business or service) positioning can be defined as follows:
a real or perceived difference between competing products in
the mind of the consumer
a product or service to one or more segments of the broad market
in such a way as to set it meaningfully apart from competition
You are creating
a personality, a unique identity and targeting a segment of the
broader market by fitting your product to their wants and needs.
This is often done by focusing on key benefits or attributes of
a product, service or company to create the position.
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Dannon Yogurt has changed its position successfully throughout the
healthy, no additives - "Only one thing goes into Dannon
that nature doesn't make...your spoon!"
map or perceptual mapis useful in planning your
position relative to competitors positions. Often this is done in
two or more dimensions, where "Key" attributes are mapped
for competitors and for your product, service or business.
The trick is
to identify key attributes. This is often done through interviews,
focus groups and surveys and confirmed with test marketing.
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a good position map
- The consumer
must believe that the product attribute is a benefit.
- The benefit
must be important to the user.
- The consumer
must perceive that the company and its products or services deliver
In other words,
you must "create a real or perceived difference between competing
products in the mind of the consumer."
trap - be all things to all people
- Forgot what
made you successful
- position by a trivial attribute
- as good as competitors