How to Effectively Use Product Positioning

There are a few products in this world that every single person will want to buy. Unless your company is about to release a product similar to Kleenex or paper towels, odds are you aren’t going to be able to target everyone.

If you look around right now, you’ll find that you're surrounded by examples of product positioning. I think anyone would be hard-pressed to ignore the vast benefits it offers. Every commercial on TV is an example of it. If you go to the store, the very look of the containers a product is in reflects the positioning the makers have decided to use.

The question now is how to make this work for YOUR company.

First, you have to understand the audience you wish your product to target; for whom it's made for. In the realm of product positioning, nothing is more important than knowing your audience. Sit back, brainstorm, and get to know who you want to sell to. Once you can answer that question, you’ll be ready to set up your strategy.


Second, figure out how you’re going to reach your market. You now know who they are, so how do you get your message to them? There are several possible ways, such as newsletter printing or brochure printing. Both allow a business to modify a message for one segment of the population.
Remember, everything about your marketing strategy should be a means of drawing in your customer base. The phrasing you use in your brochures to the information you place in your newsletters act as a subtle form of product positioning. You’re building the image in their minds of what your company is all about.

More immediate strategies can be effective as well. Poster printing gives a business the ability to create a unique look for their store. As soon as a person enters you want them to see the right message and to let them know that you have what they’re looking for.
Lastly, you know who you’re targeting, and you know how to get out your message, but what is the message? This depends on the market. Each niche is going to have its own desired products. You know who you’re targeting so stop to think why they should buy your product.

These days the auto industry uses the idea of fuel efficiency to grab the people feeling the burn of high gas prices. Companies selling min-vans may emphasize the extra space the vehicles grant a person to target those with families. It’s no mistake that most min-van commercials show a parent driving around children.

Every company should be putting product positioning to good use. It’s no wonder given how long the strategy has been being used. Look as far back as the beginning of the twentieth century and you’ll find examples of it. Product positioning has been around for as long as it has for a reason.