PRODUCT

POSITIONING
 MEMBERS :

01 ABINES, JAMES ALEXANDER

02
GROUP 1
ALO, DANIKA

CABRILLAS, DOROTHY
CBA MM-MM
03
MINDAÑA, SILVER KYLLE

04

05
WU, ZHENXIN
 WHAT IS POSITIONING AND WHY IS IT
PROBABLY THE MOST IMPORTANT ASPECT
OF MARKETING?

Product Positioning gives a clear, distinctive and desirable in the

minds of target consumers compared with competing products.
Marketers plan positions that distinguish their products from
competing brands and give them the greatest strategic advantage in
their target markets.
 WHAT SHOULD YOUR PRODUCT POSITIONING
CONSIDER?
No matter your product, the positioning of your product should include these seven elements.
MISSION MARKET
This is your “why”—why does CATEGORY
your product exist? How do you
see your customers using it to
Your market category is your
competition zone. What kind of
improve their lives or solve a
product are you selling? If you’re
problem? Defining your mission
delving into an emerging market
will also help you think more
or creating an entirely new
clearly about how you will
market category, this is your
bring it to life in the market.
opportunity to put your stake in
the ground and define it.
CUSTOMER
PAIN POINTS
As you consider what your customers
are experiencing and how your product
or service can solve common pain
points, you may want to create a
customer journey map, empathy map,
or user persona card to create
connection and record this information
for everyone working on product
strategy.
COMPANY AND
PRODUCT
DIFFERENTIATORS
Often, if a problem is big enough,
someone has tried to address it
before. The key is to clearly define
why your product provides a better
solution to the problem—and more
importantly, how. In a saturated
marketplace, it’s critical to
differentiate your product from the
competition.
 WHAT SHOULD YOUR PRODUCT POSITIONING
CONSIDER?
No matter your product, the positioning of your product should include these seven elements.
BRAND IDENTITY
Think about today’s most recognizable
brands. The Nike swoop. The green Starbucks
mermaid. The Target bullseye. In each of
these cases, the company name doesn’t need
to be present for you to identify the brand—
and likely, the logo itself evokes some kind of
opinion or emotion in you. This is the ultimate
test of a strong brand. To create one, think
about the tangible and symbolic things you’d
like to be known for. This process requires
introspection and vision.
VISION
Speaking of vision, it’s easier to
identify why you created a
product in the first place. It’s more
challenging to define your vision
for the product’s evolution or
future. Considering this as part of
your product positioning will help
you more clearly define your
product’s immediate value—and
its potential for growth.
PRODUCT POSITIONING
STATEMENT
Once you’ve considered all of the
above elements, you’re armed with
all the context you need to draft a
solid product positioning statement.
From a strategic perspective, this is
the core of all of the marketing
materials and messaging to come.
Concretely describe your product and
its value to your target audience.
 PRODUCT POSITIONING STATEMENT
Once you’ve considered all of the above elements, you’re armed with all the
context you need to draft a solid product positioning statement. From a strategic
perspective, this is the core of all of the marketing materials and messaging to
come. Concretely describe your product and its value to your target audience.

Here is an example of a product positioning template:

Once all stakeholders agree on this statement, you can

also draft a creative customer-facing tagline.

FROM PRODUCT POSITIONING TO GO-TO-MARKET:

STRATEGIES AND TEMPLATES FOR GROWTH
There’s no one right way to capture the key elements of your product positioning. Many
templates exist, and each can help you manage the process, provide a holistic look at every
element of your new product positioning, and visualize how each piece relates to each other. A
shared template can also make it easier for the necessary stakeholders to collaborate on
different pieces of your product positioning puzzle. Let’s take a look at a few helpful models:
PRODUCT POSITIONING TEMPLATE
A basic product positioning template allows
you to more clearly define each of the
seven elements above. Organizing this
information in a single template helps you
proactively identify any correlations or
discrepancies in your product positioning.
 WHAT IS
PRODUCT?

Any tangible or intangible good or service that is

a result of a process and that is intended for
delivery to a customer or end user.
HOW ARE GOODS Goods are tangible, as in these
have a physical presence and
DIFFERENT FROM they can be touched, while
SERVICES? services are intangible in nature.
 WHAT ARE THE FIRM'S CORE MARKET
OFFERING?
1. Needs wants, and demands,
2. Market offerings such as products, services, and experiences,
3. Value, satisfaction, and quality
4. Exchange, transactions, and relationships, and
5. Markets.