Product positioning refers to the process of establishing a specific image of the product in the minds of consumers through advertising and other marketing means at the beginning of product design or in the process of marketing. This is conducive to the target user's quick decision-making and selection of the product.
If there is no clear product positioning or the product positioning is vague, the target users will not be impressed with the product and cannot immediately match their needs with the product. This will not help the product stand out in the market competition, thus affecting the realization of product value.
Generally speaking, excellent product managers adopt more product positioning strategies, which are mainly reflected in the following points:
1. Define your target market
First of all, the product manager needs to define the target market of the product, that is, the specific market segment that the product is aimed at. This can be determined based on factors such as market size, growth prospects, competitive landscape, and user needs.
2. Analyze and identify target users
We need to determine the target users by analyzing user needs. Product managers need to have a deep understanding of the target customer groups in the target market, understand their characteristics, needs, preferences, purchase behavior, etc. This can be done through market research, user surveys, user behavior analysis, etc.
When extracting product requirements from user needs, it is necessary to find out the real problems and goals of users. Common needs analysis methods include KANO model, Maslow's hierarchy of needs theory, SWOT analysis, etc.
In order to further improve the quality of requirements analysis, we can use development tools to quickly improve the efficiency of requirements analysis. For example, CoCode Development Cloud uses GPT technology to automatically generate standard user stories from user requirements with one click through requirements itemization and automatic decomposition of sub-requirements, and automatically import requirements.
The requirements analysis tool of the platform, using AI, can quickly analyze user requirements defects, such as ambiguity, duplication, omission, inconsistency, and complexity, within a few minutes through requirements testing and consistency testing, and accurately pinpoint requirements problems, thereby improving Efficiently modify defects and improve the quality of user requirements.
3. Analyze competitors to determine differentiation strategy
We need to clarify the potential competitive advantages of the product through market environment analysis, user group analysis, and company product ontology analysis.
Product managers need to analyze competitors in the target market. Learn about their product features, positioning strategies, market share, etc. Find your own differentiated competitive advantage through competitive analysis. This is based on the differentiation of product performance, pricing strategy, brand image, user experience, etc., so as to determine the differentiation strategy.
4. Clarify and communicate the product value proposition
Any product will provide more than one function or service, but we need to distinguish between priorities and find out the core functions of the product, that is, all functions are expanded around the core value proposition.
For example, the core value proposition of WeChat is to socialize with acquaintances, and its main functions are address book, news, and circle of friends, while video accounts and small programs are expanded according to market needs. Therefore, WeChat has been established for the public: when you think of adding contact information, it is the positioning of adding WeChat.
After clarifying the core value proposition of our products, we can describe them in a clear and simple sentence. The simpler and clearer the better. This makes it easier for us to communicate the product's differentiated value proposition to target customers, enabling them to recognize the product's uniqueness and differentiation from competitors.