Product positioning and its role in distinguishing a product, with examples

Concept of product positioning

A product's position is what buyers actually think and feel about it, judged against the competing products they know. Positioning is the work of shaping the offer and its image so that target buyers think of it in one particular, favourable way that sets it apart. It follows segmentation and targeting: once the firm has chosen whom to serve, it decides what it wants those customers to think of its product compared with others.

Positioning can be based on:

1. Product attributes or features (a phone with the longest battery life);
2. Benefits (a toothpaste that relieves sensitivity);
3. Usage occasions (a biscuit for tea-time, a chocolate for celebrations);
4. Users (a scooter for women, a shampoo for men);
5. Competitors (positioning directly against, or away from, a rival);
6. Price and quality (premium, or value for money);
7. Product class or cultural symbols (an ayurvedic brand linked with tradition).

The firm expresses its choice in a positioning statement and delivers it consistently through the product, price, channels and promotion.

Role in distinguishing a product from competitors

1. Creates a clear identity. In crowded markets, products with similar features blur together; positioning gives one of them a distinct meaning.
2. Gives buyers a reason to choose. A clear benefit (safety, freshness, low price) helps buyers decide quickly.
3. Builds competitive advantage. A position owned in the customer's mind is hard for rivals to copy.
4. Guides the marketing mix. Product design, pricing, distribution and advertising all follow from the position.
5. Supports premium pricing and loyalty. A distinct, valued position reduces direct price comparison.
6. Helps target the right segment. It aligns the offer with the needs of the chosen customers.

Kotler lists four positioning errors: under-positioning (buyers have only a vague idea of the brand), over-positioning (too narrow an image), confused positioning (too many or changing claims) and doubtful positioning (claims buyers do not believe).

Examples of successful positioning

1. A detergent brand positioned on the idea that stains are acceptable when children learn and play, turning a cleaning product into one about parenting values.
2. A budget airline positioned on low fares and on-time performance, distinct from full-service carriers.
3. A car maker positioned on low running costs and a wide service network, appealing to value-conscious Indian buyers.
4. A chocolate brand positioned for festive gifting and sweet moments, competing with traditional sweets rather than with other chocolates.
5. A smartphone brand positioned on camera quality for young social-media users.

Conclusion

Positioning turns a product into a distinct choice in the customer's mind. When it rests on a benefit that matters to the target market and is delivered consistently, it distinguishes the product from competitors and sustains its success.