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Positioning for Product Success
By Matthew Yubas

     Positioning is a powerful concept. Positioning tells people what your product does and how well it does it. With all of the noise in the market, your product needs to stand out amid the competition. Your product needs to have a clear identity.

     Think of your product from your customers’ perspective. Customers seek benefits. Your product must represent a way to make money, save money, save time, gain recognition, or provide safety.

     People want to understand how your product compares to the competition. Is your product more expensive or less expensive? Does it offer the best value? Is it the market leader, the most dependable, the most convenient, the easiest to use, the most comfortable, and so on?

     For example, when it comes to cars, Volvo is synonymous with safety. Advertising focuses on safety, which reinforces this positioning. In addition, Volvo is positioned as more expensive, that reinforces perceptions of quality and safety.

We're Number One

     Over ten years ago, Hertz was number one and Avis was a distant second in the car rental market. Then, Avis came right out and said in its advertisements, "We’re Number 2. We try harder." As a result, people figured Avis would make every possible effort to give its customers good deals and great service. Whether Avis really does try harder is not known, nor does it matter. The positioning worked.

     Positioning helps customers identify with your product and is a means for setting product expectations. Positioning provides a foundation for all communications including advertising, press releases, packaging, and the product name itself.

     But just stating the product has a certain position is not enough. If you position your product as reliable and it falls apart, you lose credibility and customers. You can say you’re the best product, but you’ll need to back it up with quality and service. In other words, the product must perform as stated.

Conclusion

     One way to determine positioning involves charting all the direct competitors in the market. Note how each product delivers value to the customer. In this case, value is defined as price combined with product capabilities (benefits and features) that customers want.

     First, position each competitor on the chart based on selling price and capabilities. Then, look for openings on the chart that might provide opportunities to stand out from the crowd. Keep in mind that methods to add value may include better customer service, ease of use, or greater product availability.

About the Author

     Matthew Yubas is a Certified Professional Marketing Consultant for the Small Business Development and International Trade Center. He has developed products for 20 years as an engineer, product manager, and independent consultant for startups, small business, and Fortune 500 companies. He has launched new products such as software applications, wireless devices, and websites. In addition, he has helped clients in a diverse number of industries that include photography equipment, auto accessories, soy candles, children's clothing, sporting goods, digital art, and home décor. He has earned a B.S. in Engineering and an M.B.A. in Management.