We all know that before a new product project is launched, it is necessary to go through careful market research before integrating resources to start a new project. The positioning of the product in the market.
What is product positioning
Baidu Encyclopedia's explanation of product positioning is very accurate: "Product positioning is the establishment of a specific image of the product in the minds of consumers through advertising or other marketing means at the beginning of product design or in the process of product marketing. The process, in short, is to create a decision-making shortcut for consumers when choosing products.”
According to my understanding, product positioning is to determine the role in the minds of the target user group, so that users can immediately think of a product that can solve a problem when they need it.
To give some examples, if you are hungry and want to buy food, you will immediately think of Meituan Waimai or Ele.me; if you want to buy electrical appliances, you will immediately think of JD.com; if you want to contact friends, you will immediately think of WeChat; Money, immediately think of Alipay or WeChat Pay. There are many similar examples, and what you immediately think of is the product positioning created by these APP plans.
How to identify product positioning
Good product positioning is a very important and valuable thing for products. On the one hand, it occupies users’ minds and allows users to think of their own products when they need them, which will bring a lot of natural traffic to products or brands. This is the so-called brand premium; on the other hand, a good product positioning can also help product managers do a good job in subsequent product planning and iteration. So, how should we identify the product positioning?
In my opinion, to do a good job in product positioning, we must pay attention to the following points: determine the target users, identify the core value proposition, accurate description and marketing.
The first is to determine the target users. Each product must have its own audience. Before the product manager determines the product positioning, he must first delineate the target user group of the product, make a good portrait of the target user, and conduct user research. Only by understanding users can we make products that users really need.
After determining the target users, the next most important thing is to clarify the core value proposition of the product. Any product may provide more than one function or service, but we must distinguish between the primary and secondary, find out the most important function of the product in ABCD and other functions, and all other functions should be expanded around the core value proposition . For example, the core value proposition of WeChat is to socialize with acquaintances. The main functions are address book, news and circle of friends. When the public thinks of adding contact information, it is the positioning of adding WeChat.
When the core value proposition is clarified, it is necessary to accurately describe the value proposition and carry out marketing to the target user group. The method of description is very simple. If you can describe clearly in one sentence, don’t use one paragraph to describe it; if you can describe it clearly in one word, don’t use one sentence; in short, the simpler and clearer the better. For example, I want to make a marketing product for e-commerce sellers on cross-border independent websites. The product functions provided include intelligent advertising placement, accurate attribution of advertising data, statistics and analysis of advertising data, etc., then the product positioning can be directly described as- — An independent overseas marketing platform. And the marketing method can also be very simple, which is to continuously instill core value propositions to the target user group. Many troublesome repetitive advertisements on the market are actually forcibly instilling product positioning.
Product positioning is something that must be determined at the beginning of any product. For product managers, only by identifying the product positioning can they ensure that follow-up products can bring sufficient value to the target user group, thereby providing a solid foundation for the product. The team brings gratifying benefits to the company.
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