Product Positioning Strategy

Positioning is inextricably linked with market segmentation. A good position can’t be defined until a company has segmented its market and selected specific targets.  Related marketing research issues include:
	What is the current position? What does the "space" look like? What are the important dimensions in that category? What other products occupy that space? What are the gaps or unfilled positions in that category? Which dimensions are most important? How do attitudes differ by market segment? What position do you want your product to have?

Product positioning is an important strategy for achieving a differential advantage. It identifies and frames the "space" a product occupies in the marketplace.  A successful product position has characteristics that are both differentiating and perceived as important by consumers.

Intended or not, every product or service has a position. These are based on consumer perceptions, which may or may not reflect reality. A position is more effectively built by communicating a consistent message about the product and where and how it fits into the market. This is primarily done through advertising, branding, and packaging.

Techniques for positioning analysis include analysis of variance, factor analysis, regression analysis, discriminant analysis, multi-dimensional scaling, and perceptual mapping.

Call today to find out how iResearch can help you to navigate this complex process and develop an effective positioning strategy.