Browse Definitions :
Definition

product positioning

Contributor(s): Matthew Haughn

Product positioning is the tailored presentation of a product or brand for a specific targeted demographic. The goal of product positioning is to show the product in the best light for target consumers.

In market research, consumers are often segregated into groups such as age, gender or income. Advertisers recognize their consumer targets in these groups and attempt to create images and messages that resonate with these audiences. By understanding a customer base’s needs, a brand can attempt to create messages that show that their product helps fill their needs better than the competition.

Product positioning involves physical advertising such as displays, packaging and media coverage. However, the effort is about positioning a product in the minds of target consumers, who can be hard to reach given the amount of information people consume on a daily basis. Product positioning attempts to craft an audio, visual or textual message for target customers to readily absorb and remember. These messages attempt to convince consumers why the product should be considered above competitors.

Companies and advertisers spend considerable time, money, thought and effort to ensure that a product's positioning reaches their target audiences. These efforts may include survey research, consumer panels and focus groups. Social media has also become a trove of information for researching consumer needs and opinions. With knowledge of the customer perspective, advertising can be created for proper product positioning that is consistent with the brand essence.

This was last updated in July 2017

Continue Reading About product positioning

Start the conversation

Send me notifications when other members comment.

Please create a username to comment.

File Extensions and File Formats

SearchCompliance

  • risk assessment

    Risk assessment is the identification of hazards that could negatively impact an organization's ability to conduct business.

  • PCI DSS (Payment Card Industry Data Security Standard)

    The Payment Card Industry Data Security Standard (PCI DSS) is a widely accepted set of policies and procedures intended to ...

  • risk management

    Risk management is the process of identifying, assessing and controlling threats to an organization's capital and earnings.

SearchSecurity

SearchHealthIT

SearchDisasterRecovery

  • call tree

    A call tree is a layered hierarchical communication model that is used to notify specific individuals of an event and coordinate ...

  • Disaster Recovery as a Service (DRaaS)

    Disaster recovery as a service (DRaaS) is the replication and hosting of physical or virtual servers by a third party to provide ...

  • cloud disaster recovery (cloud DR)

    Cloud disaster recovery (cloud DR) is a combination of strategies and services intended to back up data, applications and other ...

SearchStorage

Close