This concept includes a set of measures aimed at ensuring demand for products from consumers of similar products, as well as developing a detailed advertising promotion strategy. Product positioning includes three stages:
promotion of similar products manufactured by competing companies;
positioning the needs of the audience or its segments;
promotion of one's own products, for which it is necessary to take into account only those qualities that may be of interest to the end consumer.
In this process, two models truemoney database of behavior are possible:
Determining the position of a product taking into account the positioning of competitors' products, aimed at occupying its own niche in the market.
This model is preferable under certain circumstances:
the new product has advantages that will make it attractive among similar products;
the supply of the relevant product is less than the demand for it, so the increase in demand will not cause a shortage of customers.
the new product is cheaper than similar products from competitors;
products are capable of reflecting the specific advantages of the company that produces them.
Positioning of goods on the market
The production of products that are not available for sale, but whose characteristics and purpose allow us to expect that there will be demand for them.
Here you need to take into account the following:
availability of resources and technologies for launching the product into mass production;
economic conditions in combination with pricing policy for the relevant products;
the demand for the product is high enough to make its production and marketing profitable.
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Risk analysis
Before launching production and the advertising campaign, all associated risks must be fully analyzed and taken into account. For example, many products must comply with technical regulations, and the sale of alcohol also requires following a certain procedure.
The risks associated with compliance with such requirements must be taken into account both when calculating the cost of production and when planning marketing activities.
Special attention should be paid to forecasting the behavior of other companies operating in the same market. When another competitor appears, they will take measures that should ensure the maintenance of demand for their products. These steps can be different: from price reductions and sales to outright misleading the buyer about the new product.
Risk analysis
Even if the company has no competitors when entering the market, they will inevitably appear immediately after a sufficiently high demand for the product is detected. Therefore, risk assessment should be an integral part of the new product launch campaign.