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Product Positioning Checklist


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Product Positioning Checklist In this Product Positioning Checklist we describe 4 basic steps that can help an organization position its products or services. It is designed primarily for marketing and sales personnel. The checklist can be also helpful for other specialists involved in product development and maintenance.

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  1. Market Segmentation.
    • Identify the broad market. What broad market does your business aim at? How would you balance the resources available to your business to enter the broad market?
    • Define needs of potential customers. Who are customers available in the broad market? What are their needs? Why would they purchase your product/service?
    • Formulate narrow markets. Can you divide potential customers into groups of typical customers? Would these groups formulate narrowed market segments or sub-markets? Can you organize the groups by people-related features, such as demography, behaviors, geography? Can your product satisfy needs of typical customers?
    • Determine dimensions per sub-market. Have you reviewed and identified attitudes of typical customers from narrow markets? Do you use Marketing mix to determine dominations of every narrow market?
    • Select your segment. Have you analyzed sub-markets to determine which sub-markets offer the best conditions for promoting and selling your product/service? In what market segment (sub-market) does you company gain most competitive advantages? Can you use sales forecasts and projections to estimate success of your company?
  2. Positioning Criteria.
    • Reliability. Do target customers rely on your product?
    • Price. Do target customers feel that the product is available at a better price?
    • Quality. Can you confirm the product is safe, excellent and free from defects and deficiencies?
    • Usability. Do your customers want and like to use the product? Do they regard the product as useful and convenient?
    • Delivery. Do you provide favorable options of product delivery?
    • Related service. Are there any related services available to target customers (product support, updates, maintenance)?
  3. Product’s Share.
    • Use the positioning criteria (see above) to measure your product’s relevance to target customers.
    • Conduct a customer survey to determine which of the criteria have shown the product’s fault or customer dissatisfaction.
    • Identify measures that have demonstrated the product success and importance to your customers.
    • Analyze those measures to find out whether they are sufficient to keep your product successful in the long run.
    • Determine the product’s share (as compared to other products available in your market segment) by using analysis results.
  4. Customer Focus.
    • Get your target customers together in focus groups to identify their expectations.
    • Use individual interviews to gather customer expectations as well.
    • Gather perceptions and expectations from your competitors' customers who could use your product.
    • Ask your focus groups to brainstorm factors which are most important to them when using your product.
    • Determine your customers’ key benefit and compelling reason why they decide to purchase your product.
    • Identify primary competitive alternatives (what makes the customers ...

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