to Strengthen Product Positioning
Many small companies believe there is little they can do to
really position their products and services because they spend
little or no money to promote their products to their target
However, almost all products and services come
"packaged" in one form or another. Even service
businesses have uniforms, logos, slogans, types of vehicles,
specialized greetings, service procedures, follow-up procedures,
and a host of unique ways to differentiate themselves from their
is an important way for you to get your positioning message
Positioning is ordinarily a very important factor in creating
and promotion. In fact, the less money spent on advertising
and promotion, the more important correct and consistent
positioning becomes for a small company's products. Small
companies, like large ones, must:
- Work at consciously identifying brand features and
benefits that are unique to differentiate the company and
its products from the competition.
- Communicate and test which differences are most important
to buyers and consumers in deciding to purchase your
products rather than those of competitors.
- Work at communicating the most unique and important
differences to buyers and consumers to create "branded
value" and a "brand personality."
For example, a top-quality lounging chair can
be differentiated with an expensive price tag,
expensive fabrics, a wooden crate for protection
during delivery, and a celebrity spokesperson
who is known for his good taste (e.g., Kelsey
Grammar, a.k.a. Frasier), appealing to
A new competitor could enter the market with
the same target buyer and decide to
differentiate their new chair by adding a new
extra electronic massage feature, provide
similar fabrics, a foam-lined crate, a slightly
lower price and celebrity spokespersons who
promote value along with quality (e.g., Tony
research such as interviews with a small number of people,
or more reliable (but expensive) quantitative
research, can be done to determine how buyers and end-users
understand and value your business differences with competitors.
This research can help generate a unique
selling proposition for the business and help create
effective advertising and promotion.
A company must be careful not to "overposition,"
which can be defined as making promises about
features and benefits that the product or
business does not always deliver.
Overpositioning can also mean making promises
about product features and benefits that are not
apparent to users/buyers.
You must also avoid "underpositioning,"
which can be defined as failing to describe all
the features and benefits that the product or
business delivers or has, or failing to describe
distinctive product features and benefits
that are apparent to users/buyers.
Also, it's important to avoid confusing people with
product or service features and benefits. Features are
the descriptors of a product (e.g., colors, smells,
shapes, packaging, prices), while benefits are what the
product does for its buyers (e.g., satisfaction, more
confidence, more beauty, faster task completion). It's
often better to single out a few key features, rather
than overwhelming the customer with lengthy lists of