International Webinar 2023 - The Role of Digital Based Innovative to Improve Competitiveness – Part 20

Positioning is the process of creating an image or identity in the minds of consumers for a brand, product or service. It is a way of differentiating a product or service from similar offerings on the market. Positioning is important because it helps create a competitive advantage by allowing the company to stand out in the minds of customers. By positioning a product or service effectively, companies can better target their customers and create a unique value proposition. This, in turn, can help increase sales and market share.


Product positioning is a form of marketing that presents the advantages of your product to a certain target audience. Through market research and focus groups, marketers can determine which audience to target based on favorable responses to products.


Research can also determine which product benefits will most appeal to them. Knowing this information helps streamline marketing efforts and create effective marketing messages that drive more leads and sales. It also helps differentiate the product or service from the competition in the market.


Product positioning is an important component of any marketing plan, but it doesn't have to be limited to one audience. For example, a product may have a primary target audience as well as a secondary audience that are also interested in the product, but may be in different ways.


Each audience will find a product attractive for different reasons, which is why it's important to tailor marketing messages to focus on the benefits each audience values most.


Product positioning can involve a number of different elements. A product can be positioned in a way that is favorable to the target audience through advertisements, advertised channels, product packaging, and even the way the product is priced.


For example, market research might reveal that the product is popular with mothers. What do they like about the product? What must be highlighted about the product to attract them? And where should the product be advertised to reach them?


With the answers to these questions, effective marketing campaigns can be created to send benefit-based messages to target audiences wherever they are (such as Facebook, where targeted advertising can be purchased based on demographics and interests).


While larger companies have the budget for extensive market research, small businesses may struggle with the time or money to do it in depth.


Instead of running focus groups and doing lots of research, small business owners can easily get their network's opinion. If they collect information about customers and their purchases, future product positioning strategies can be based on actual sales data. This may even be more effective than basing product positioning on the opinions of potential customers, such as in a focus group, because this positioning is based on real behavior rather than speculation.


A large marketing budget is not required to make effective use of market research and product positioning. Understanding your target audience and how to communicate the benefits of a product to them in an engaging way is the first step towards a solid marketing plan.


The material above was presented by a presenter from Pakistan in an international webinar held by STEKOM University in collaboration with Universities from Pakistan, Malaysia, and various other parties. The name of the presenter is Dr. Amena Sibghatullah who is an assistant professor and head of marketing college of management science, KIET University, Pakistan.


This international webinar activity is part of the implementation of STEKOM University's commitment to increase various international activities. This was done in order to realize the vision to become an international-class university. Various international activities carried out by STEKOM University continue from year to year. There are international activities that are sustainable and there are also some international activities that are not sustainable. All types of international activities are accommodated and regulated by the International department of STEKOM University.