Product and Corporate
Positioning
"Product positioning is
like a roadmap. Not knowing your position means you have no idea where you are, where you are
going or how you will get there." Guy Smith, Silicon
Strategies Marketing
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Objective: To establish starting-, mid- and end-positions of a product
in its market compared to competitors.
Benefits: A clear roadmap on your product's
opportunities and challenges.
Silicon Strategies Role:
Deliver precise and non-introspective view
of your product's position and potential in
the market.
 Product
positioning serves several purposes:
- Knowing where your product stands
today in your market and segments.
- Seeing a clear path to the next step
in product growth.
- Communicating your unique value and
position internally and externally.
Not understanding your product position
creates three serious problems:
- You have no idea how the market
compares your product against competing
products, and thus you do not know how
to promote, price, create messages, etc.
- You cannot determine the next best
opportunities for enhancing your
products and moving your product's
position.
- You cannot devise a path from where
your product is now to where you want it
to be eventually.
Every market and every product category
is different, and applying arbitrary rules
concerning positioning metrics will lead to
false assumptions and product failure.
Silicon Strategies Marketing will:
- Determine the appropriate metrics
for measuring position per your markets
and/or segments.
- Determine your current market
position.
- Identify the optimal path from your
current position to your desired
position in the market.
- Determine the best set of product
enhancements to change your position and
acquire greater market share.
- Educate your staff on positioning as
a strategic aspect of your marketing
plan.
A clear vision of your place in the
market initiates swift, economical changes
that generate more revenue, greater brand
loyalty, and more market share.
Contact Silicon
Strategies Marketing for a telephone
consultation about how to map your market
position and direction. |
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