Product positioning, what is a product, what does product positioning mean?

About the positioning of a product.

Look at what needs your product can solve.

What are the functions or features to see.

What kind of people are the products mainly aimed at.

What kind of characteristics do these groups of people have.

Addition and subtraction of visual media - solving the visual solution of e-commerce.

Product positioning is the process of establishing a specific image of the product in the minds of consumers through advertising or other marketing means at the beginning of product design or in the process of product marketing, in short, it is to create a shortcut to consumers when choosing products.

The planning and implementation of product positioning is based on market positioning, guided by market positioning, but more deeply rooted in the hearts of the people than market positioning. Specifically, it is to create a certain feature for the product in the minds of the target customers and give a certain image to meet the needs and preferences of customers.

Product positioning is aimed at the degree of attention of consumers or users to a certain attribute of a certain product, shaping the distinctive personality or characteristics of the product or enterprise, and establishing a certain image of the product in the market, so that customers in the target market can understand and recognize the company's products.

To put it simply, it is to sell the product to whom, and to what level to position one's own things. In practice, understanding the product positioning of a product is generally to figure out who the product is sold to, when and what is used for what.

It's who you want to sell your products to, and what level you want to position your stuff to.

For example, clothes, there are high-end Armani cool or something.

There are also low-end Seven Wolves.

Product positioning is to select the right consumer object, according to the product quality, company strength, packaging and use and other aspects to consider

1.It's your product, what kind of people you're going to sell to.

2.The technical content of the product belongs to the high-end of the industry, or the low-end 3**，.Which consumption grade it belongs to?

4. The applicability of the product and whether there is a targeted industry.

Product positioning: the work of positioning the market as an enterprise and productization.

Product positioning includes: target market positioning, product demand positioning, product testing positioning, differentiated value point positioning, and marketing mix positioning

Product positioning refers to determining the image and status of a company or product in the minds of customers or consumers, and this image and status should be distinctive. However, as for how to position, some people believe that positioning is to position the product. Marketing research and competition practice show that product positioning alone is no longer enough, and must be expanded from product positioning to marketing positioning.

Strategic approach to product positioning

The so-called entity positioning strategy is to highlight the new value of the product in the advertising campaign, emphasizing the difference and greater benefits from similar products. The entity positioning strategy can be divided into efficacy positioning, quality positioning, market positioning, and ** positioning.

Efficacy positioning is to highlight the specific efficacy of the product in the advertisement, so that the product is clearly differentiated from similar products, so as to enhance the selective demand. It is based on the positioning of similar products, and the excellent performance of different products is selected as the focus of publicity.

For example, the propaganda of Pepsi in the United States uses the absence of coffee as the base point to distinguish it from Coca-Cola. For another example, the red brand cashmere sweater publicity process is good, and the blue brand cashmere sweater publicity should emphasize the characteristics of raw materials.

Product positioning includes the following:

1. Target market positioning:

Market positioning is the basis of product positioning. Therefore, before product positioning, you should first complete the market positioning, figure out who the product is for, the target group, Lu Yu or the target audience, the main target market, find it and subdivide. In this way, we can accurately position, not like a headless fly, not blindly sweeping mines, but like a radar.

2. Product positioning requirements:

After determining who the product is intended for, it is necessary to determine what the needs of the product are, that is, to clearly meet the needs of the target market group.

3. Product test positioning:

This is the process by which a company tests a product, i.e., the company determines whether its product can meet the needs of the target market population. In this process, companies need to design or improve their own products. If it can't meet its needs, it will not only waste resources, but also waste advertising and marketing expenses.

4. Differentiated value proposition:

Differentiated value proposition is a comprehensive consideration of the target market demand, product and competitor product positioning. Extract the unique point and value point of the product. This process is really a question of how the characteristics of the product fit into other marketing attributes.

5. Marketing mix positioning:

Marketing mix targeting, i.e., finding a marketing mix to ensure that the product is in place. It is not only the process of brand marketing and promotion, but also the process of combining products, marketing channel strategies and communication strategies organically.

There are benefits to product positioning:

1. Determine the characteristics of the company's products to distinguish them from competitors. For example, Jianlibao is positioned as a sports drink.

2. According to the characteristics of the company's products, organically carry out marketing mix. If a company that has adopted a "premium" positioning must produce quality products, sell them, advertise them through high-quality distributors and high-quality newspapers.

The content of product positioning includes products, enterprises, consumer rounders and competitors.

Product positioning is the process of establishing a specific image of the product in the minds of consumers through advertising or other marketing means at the beginning of product design or in the process of product marketing. Product positioning must follow two basic principles, namely the principle of adaptability and the principle of competitiveness.

The principle of adaptability includes two aspects, one is that the product positioning should adapt to the needs of consumers and do what they like, so as to establish a product image and promote the occurrence of purchase behavior; Second, the product positioning should adapt to the conditions of the company's own human, financial, material and other resource allocation, so as to reach the market position in a timely and smooth manner with quality and quantity. The principle of competition can also be called the principle of differentiation. Product positioning can not be wishful thinking, and the collapse must also be determined in combination with the situation of competitors in the same industry in the market, so as to avoid similar positioning, so as to reduce the risk of competition and promote product sales.

Factors influencing product positioning

1. Whether the appropriate relationship between people and tools can be used to design the perceptual characteristics of the product itself;

2. Whether the appropriate modeling materials can be used to expand and show the perceptual components of the product itself;

3. Conduct a comprehensive study of the aesthetic way of modern people, and whether the perceptual characteristics of the product can be reflected;

4. In exploring the reasons for the emergence and expression of product sensibility, whether the basic elements such as the morphological relationship and life image of things can be reasonably used;

5. When selling products, it is necessary to pay attention to consumer characteristics at all times, which generally mainly include relevant elements such as **, location, selectivity and quality.