Product Positioning Process
Generally, the product positioning process involves:
- Defining the market in which the product or brand will compete (who the relevant buyers are)
- Identifying the attributes (also called dimensions) that define the product 'space'
- Collecting information from a sample of customers about their perceptions of each product on the relevant attributes
- Determine each product's share of mind
- Determine each product's current location in the product space
- Determine the target market's preferred combination of attributes (referred to as an ideal vector)
- Examine the fit between:
Read more about this topic: Positioning (marketing)
Famous quotes containing the words product, positioning and/or process:
“The UN is not just a product of do-gooders. It is harshly real. The day will come when men will see the UN and what it means clearly. Everything will be all rightyou know when? When people, just people, stop thinking of the United Nations as a weird Picasso abstraction, and see it as a drawing they made themselves.”
—Dag Hammarskjöld (19051961)
“Genius differs from talent not by the amount of original thoughts, but by making the latter fertile and by positioning them properly, in other words, by integrating everything into a whole, whereas talent produces only fragments, no matter how beautiful.”
—Franz Grillparzer (17911872)
“The invention of photography provided a radically new picture-making processa process based not on synthesis but on selection. The difference was a basic one. Paintings were madeconstructed from a storehouse of traditional schemes and skills and attitudesbut photographs, as the man on the street put, were taken.”
—Jean Szarkowski (b. 1925)