1, fully explore the uniqueness of the product itself.
Many marketing experts and scholars have repeatedly emphasized the market positioning of products, not what to do with products, but to determine a reasonable positioning for products in the minds of future potential customers, that is, to position products in the minds of your future potential customers. Positioning can be regarded as a creative experiment of existing products.
The basic principle of positioning is not to create anything novel and different, but to manipulate people's original ideas and open the knot of association in order to occupy a favorable position in customers' minds.
Only in this way can we win a favorable competitive position in the market. Therefore, the basic work of product positioning is to comprehensively and deeply study the various attributes of products, so as to dig out the positioning points that can make people shine at the moment and directly hit people's hearts from many attributes.
2. Understand the clear positioning of competitors' products.
Differentiated elimination is to eliminate the attributes that have been used or expressed by other competitors in the market after screening and sorting out the available attributes of products in positioning. Because of the primary effect, consumers tend to deeply remember the initial product positioning, and this positioning image is firmly linked with a specific brand.
If competitors have left a unique product attribute image and a specific brand in consumers' minds through positioning, it will be more difficult for latecomers to change this impression of consumers, and even the effect of positioning communication will be absorbed by the first Mover, strengthening the product personality image of the first Mover.
3. Fully study consumers' pursuit of product value.
In product positioning, which attributes should be extracted from the unique personality image of the product? In addition to considering the attributes of competitors' products that have been positioned or will be positioned, we should also fully study which attributes the target consumers value most when purchasing products. Consumer psychology research shows that information closely related to consumers' current needs can attract consumers' attention, leave a deep impression and generate interest.
The positioning point of the product is inconsistent with the attribute point that consumers value when purchasing the product. This positioning will naturally not arouse consumers' interest, and certainly will not guide them to buy. Therefore, in product positioning, it is necessary to consider what the target consumers are most concerned about in extracting positioning points from many attributes of products.
4. Vigorously strengthen the propaganda and dissemination of positioning.
After the above positioning analysis and decision-making, the product positioning point is determined, but this does not mean that the positioning work is completed. The highest level of product positioning success should be: when consumers see or think of a brand product, they can immediately think of a unique personality of the brand product; conversely, when consumers think of a personality of such products, they can immediately think of a specific brand.
Extended data:
Product difference positioning method
Marketers should ask themselves: What are the significant differences between the products sold by our company? Pillsbury company included the cooking formula of pasta in the flour package, which made its flour different from its competitors and called it "the flour you want". FamousFixtures uses product differentiation as another example of product positioning.
The company produces and installs shop equipment for retail stores, and is positioned as a company with rich experience in retail stores, because its parent company is the retail industry-"Famous Fixtures: a company owned, created and tested by the retail industry". Therefore, the difference of company products lies not only in products, but also in services.
Interest-oriented method
In the retail industry, the most important consumer characteristics are quality, selectivity, price, service and location. Its retail concept and purchasing characteristics will change with the importance to the target market. Quality and price are not only important to retailers, but also important in positioning products and services. Remember, these two characteristics will be transformed into a third very important characteristic: value.
If you take the lead in shaping and really grasp it, the value will be an excellent competitive impression, which is also a good consideration for positioning. Marketers successfully helped a shoe retail customer reposition the image of a low-priced chain store as a valuable chain store. This value orientation is transformed into the advertising theme "Good shoes with good quality and low price", which avoids overemphasizing the price and especially emphasizes the quality.
User positioning method
Finding out the correct users/buyers of products will make the positioning in the target market more prominent, and in this target group, it will create a special image for their position, products and services. A textile chain store has positioned itself as a retail store serving the sewing industry with extraordinary creativity, that is, to provide a "more thoughtful shop" for women who like sewing.
Use positioning method
Sometimes, products can be positioned by how and when consumers use them. Coors Beer Company holds summer city activities for young people. The company's positioning is beer consumed during happy hours and group activities in summer. Later, this positioning was changed to "Coors celebrates the arrival of summer in the city" and purchased the copyright of the song "SummerinCity" from the singer JohnSebastian.
Michelob, another beer company, positioned itself according to the occasion of beer use, and then expanded the occasion of drinking beer. Michelob changed the beer he used to drink on weekends to beer he drank every night-that is, "Weekends are for Michelob" and changed it to "nights belonging to Michelob".
Classification and positioning method
This is a very common positioning method. The production of products does not compete with a de facto competitor, but with similar products. This method is particularly effective when the product is a new product in the market-whether it is to develop new markets or deepen the market of existing products. The competition between light beer and ordinary high-calorie beer is a typical example of this positioning. This method creates a brand-new light beer, which is worthy of being a successful positioning method.
Due to the substantial growth of light beer market, Miller Park Jung Su has been repositioned as the leading brand with priority to buy, in order to prevent its market position from being affected by other light beers-"There is only one kind of light beer ... and that is Merlot light beer". In terms of mass transportation, there is a local mass transportation company as an example of product category positioning. It reveals that the cost of driving and parking fees are too high, so it opposes driving. The positioning advocated by the company is: "It is the most economical to take public transportation".