Market Positioning

Market Positioning is a module of the Marketing Matrix used to influence demand. Positioning can also create brand loyalty for repeat purchases. Briefly, the marketing matrix is comprised of product, pricing, promotion, placement, and persuasion. A product cannot be all things to all people -- universal appeal is a myth. Tastes are varied and preferences are diverse making it impossible to satisfy everyone with the same product. Therefore, identification of a target niche is critical.

A niche market is one that research establishes a base demand for a product. Creation of brand awareness is essential once a niche is identified. The intent of branding is to promote and imprint the product into the minds of a niche market. Differentiation tactics and concepts need to be developed if there are similar competing products in the market. Demonstrating the differences in product and the company offering it is a comparison between them and us. It should show impactful benefit that distinguishes a product from alternate choices. Prospective buyers should be able to readily recognize unique benefits, enabling purchasers to make better assessments between products.