Product positioning

Product positioning is a marketing technique that shares a product’s benefits and advantages with a specific audience via social media and email marketing campaigns. Companies focus on unique customer groups by performing market research and gauging responses. Brands also leverage a step-by-step product positioning framework – including identifying the target audience, studying the market and competitors, and designing a positioning strategy – to reach their desired audience.

Companies also use a product positioning statement, which defines a target market and the product a company offers to meet its needs, to guide teams and form a consistent message about a product’s benefits. This improves customers’ perception of a specific product.