Product positioning process
Generally, the product positioning process involves:
- Defining the market in which the product or brand will compete (who the relevant buyers are)
- Identifying the attributes (also called dimensions) that define the product ‘space’
- Collecting information from a sample of customers about their perceptions of each product on the relevant attributes
- Determine each product’s share of mind
- Determine each product’s current location in the product space
- Determine the target market’s preferred combination of attributes (referred to as an ideal vector)
- Examine the fit between:
- The position of your product
- The position of the ideal vector
- Position.
