How to Use Product Positioning Effectively

Appeal to analysts, prospects or customers by the use of product positioning. Whether your goods or services compete with products in the same category or you have a new creation to place on the market, use product positioning to show the attributes of the merchandise or service and the direct relationship to the customers' need. Learn how to reach your intended audience and launch your public relations campaign.

Difficulty:

Moderately Challenging

Instructions

1. Make an impact on the analysts and public relations people that will affect your campaign. Leave them with three important points to remember about the product to aid the success of your campaign.

2. Spot the target group that will want or need your product or service. Once you establish the potential customers, further segment the group based on demographics and behavioral characteristics to use product positioning.

3. Introduce your product through advertising and promotion that educates the consumer about the product name and category. Demonstrate the primary difference in your merchandise, what is on the market and explain how you solve the customers' needs.

4. Use a variety of messages and mediums when positioning the merchandise directly in the view of the audience. Positioning tactics may include placement on store shelves, product appearance in movie and television scenes or on celebrities to target your audience.

5. Consider the use of product positioning in the technology market. Read trade magazines to stay updated on the latest trends and marketing techniques.

6. Look at feedback from your campaign, conduct further research and make adjustments. Position and reposition your product as necessary. Xerox started out in the position of king of copiers, but it changed to "The Document Company" as competition intensified.

7. Recognize when the product has become obsolete or no longer meets the tastes or demands of customers.