Strategy
Market Positioning
Plain English
How a product is seen compared to competitors.
Definition
Market positioning defines how a product or brand is perceived in relation to competitors in the minds of customers.
In practice
Used to differentiate products through messaging, pricing, glossaryFeatureA feature is a specific piece of functionality within a product that delivers value to users. It represents something users can do or experience as part of the overall product.Open glossary term, and brand identity.
In context
It is decided by customers, not by the company. The positioning that counts is the sentence a customer uses when recommending you to someone else.
The reality
Positioning isn’t what you say - it’s what users believe based on experience.
Compared with
Market Positioning vs Product Positioning
Market positioning is where the organisation or brand sits in its market. glossaryProduct PositioningProduct positioning defines how a product is presented and perceived in the market relative to competitors.Open glossary term is where a specific product sits within that. A premium brand can and often does carry an entry-level product.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is market positioning?
Market positioning is how a product is perceived relative to competitors.
Why is market positioning important?
It helps differentiate a product and attract the right audience.
How do you define market positioning?
By identifying glossaryTarget UsersTarget users are the specific group of people a product or service is designed for.Open glossary term, competitors, and unique value.
What affects market positioning?
Brand, pricing, glossaryFeatureA feature is a specific piece of functionality within a product that delivers value to users. It represents something users can do or experience as part of the overall product.Open glossary term, and serviceUser ExperienceImprove journeys, reduce friction, and make digital products clearer, simpler, and easier to move through.Open service.
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