Product Positioning Task

A Product Positioning Task is a positioning task for an organizational product.

• Example(s):
  • positioning of VigLink's "Insert" Product.
  • positioning of OpenGov's OGI Product (for OpenGov)
  • positioning of OpenGov's Budgeting Product (for OpenGov).
  • …
• Counter-Example(s):
  • Brand Positioning.
• See: Cohort Analysis.

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References

2016

• (Wikipedia, 2016) ⇒ http://wikipedia.org/wiki/Positioning_(marketing)#Product_positioning_process Retrieved:2016-3-20.
  • Generally, the brand positioning process involves:
  • Segmentation: It is the process of identifying variables that allow someone to divide the market into distinct subsets that can be selected as a marketing target to be researched using the Marketing Mix. Segmentation is essential because without it, the best thing a firm could do is to deliver average value.
  • Segmentation Methods:
    • Characteristics of the customers (male, female, rich, poor, etc.)
    • Benefits sought
    • Systematic Product Related Behavior (by purchasing behavior or by channel)
    • Cohort Analysis.
    • Geographic Segmentation
  • Targeting: Targeting is the process of evaluating the attractiveness of each segment and choose a target. In order to select a target segment, firms must first balance attractiveness with capability and monitor whether actual buyers match the target segment.
  • Characteristics that make a segment attractive:
    • Segment Size
    • Growth of Segments
    • Value of Segments
    • Stability
    • Current Company position within the segment
    • Ease of entry
    • Ease of competitive entry
    • Number and strengths of competitors
  • Positioning: Positioning is the process of identifying concepts for each target segment, select the best and communicate it.

• (Wikipedia, 2016) ⇒ http://wikipedia.org/wiki/Positioning_(marketing)#Positioning_concepts Retrieved:2016-3-20.
  • More generally, there are three types of positioning concepts:
    1. Functional positions.
       • problems
       • Provide benefits to customers
       • Get favorable perception by investors (stock profile) and lenders
    2. Symbolic positions.
       • Self-image enhancement
       • Ego identification
       • Belongingness and social meaningfulness
       • Affective fulfillment
    3. Experiential positions.
       • Provide sensory stimulation
       • Provide cognitive stimulation

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