Product positioning is a way of marketing that creates a certain perception and image of the brand and its products in the eyes of the customers. It shows the audience why they need the particular product, how it can fulfill their need and help them.
There are countless items on the market. Often, they’re similar and don’t have that much of a difference. But the positioning is the thing that differentiates brands from each other. Look at Pepsi and Coke – it’s pretty much the same drink, but the only difference is how the brands are positioned on the market.
What are the common types of product positioning?
#1 By the price
Price is a crucial factor that will play the biggest role in customers’ purchasing decisions. So why not use it as a marketing tool? Reasonable price combined with high quality will bring a ton of customers to the business. People love good deals, and that’s what you can offer. Luxury brands often position themselves by the price, insisting that they’re luxurious and not for everyone.
#2 By the product quality
Some people aren’t that sensitive to the prices. That’s where quality becomes the determining factor. When you show customers that your product is better and it’ll serve you longer than any other, even the skimpiest buyers will consider getting YOUR offer.
#3 By the product user
Different products are for different people. The Coke and Pepsi examples at the beginning of the article are the perfect illustrations of positioning by the product users (consumers in our case). Pepsi is for the younger audience and for this reason they ask trending influencers to be in their ads. Coke, on the other hand, is focused on a more conservative and older audience, and that impacts their branding decisions.
#4 By the product class
Quite often, competitors wait for you where you don’t expect them to be. For a long time, 7-Up had been positioned as a fresh drink that’ll quench your thirst. But the company realized that customers perceive it as an addition to alcoholic drinks. The sales weren’t high (you don’t need many bottles of it at the parties), so they decided to position themselves as a new alternative to the classic fizzy drinks. They successfully tried to fit in the class the product wasn’t in before.
#5 Based on competition
This is the situation when brands position themselves as better options compared to their main rivals. Burger King’s “Have it your way” ad shows that their menu is flexible, unlike their competitors (McDonald’s). Apple’s “Everything is easier on a Mac” also shows that their computer is easier to use compared to their competitors (Microsoft).
How can you position your product in ecommerce?
#1 Know your customers
Before you start working with your target audience’s needs, you need to know who those people are. It’s good to know their age, geographic data, values, and their outlook on the world. It’s the core you’ll base your decision on. Asking the network for their opinions is also a great way to collect valuable information.
#2 Know your competitors
To create a message that will outshine your competitors, it’s a must to know what they are up to. Do your competitors lack quality? Emotional triggers? Or tastefulness? Find the spot that everyone else misses!
But again, you must do everything based on who your customers are. A younger audience would appreciate something racy, but an older one most probably wouldn’t. The peculiarities of your audience determine every move of yours.
#3 Work on perception and uniqueness
At this step, we know what our customers want and what our competitors lack. Combine everything you learned in the previous steps and decide what image you want your brand to have. Position your product by connecting with the customers on a level other rivals can’t and try to create a unique image in the customer’s heads. If you don’t do it, they can do it by themselves and that kind of risk is unnecessary. Take everything into your own hands!
Use this article to improve your brand’s image in the eyes of the customers! Perception is one of the key elements of the business’s success, but thankfully, you can control it and make it work in your favor!