Positioning of a product - How to reach your target audience

The positioning of a product is a crucial factor for the success of a brand. It is not only about the quality of the product or its unique features, but also about the perception by the target group. In this guide, you will learn about the characteristics that define the positioning of a product or product group and how successful companies have implemented this.

Key Insights

• Positioning entails not only product quality but also perception in the target group.
• Features such as origin, regionalism, and production method can be decisive.
• Authentic brands tell stories that create an emotional connection with customers.
• The quality of ingredients and regionalism strengthen a product's unique selling proposition.

Step-by-step guide to positioning a product

Step 1: Analyzing the Target Group

First, you need to understand who your target group is. Ask questions like: What are the needs of my customers? What problems can they solve with my product? A detailed target group analysis will help you identify the right characteristics for positioning.

Step 2: Defining Unique Selling Points

Identify what sets your product apart from the competition. Is it the quality, taste, origin, or perhaps the production method? Your unique selling points should highlight the strengths of the product and be clearly communicated compared to the competition.

Step 3: Developing Storytelling

A brand story can significantly influence the perception of the product. Think about how you can emotionally charge your brand. Tell the story of the product's origin, the makers, or a special manufacturing process. This creates a deeper connection with your customers.

Step 4: Positioning on Regionalism

Regional products have a high value in many cases. Consider how you can source and communicate regional ingredients. Regional identity can be a strong selling point and enhance customer loyalty.

Step 5: Authenticity and Transparency

The credibility of your brand is crucial. Ensure that your brand remains transparent and authentic. Show the process from production to the final product. Customers appreciate knowing that their products are made with dedication and quality.

Step 6: Feedback and Adjustment

Use your customers' feedback to continually adjust your positioning. What resonates with them? Which features are particularly important to them? Through regular adjustments, you can ensure that your product always meets the needs of your customers.

Step 7: Marketing and Communication

Develop a marketing strategy that clearly conveys your positioning. Use social media, blogs, and other platforms to share your story and the features of your product. Report successes and involve customers in brand storytelling.

Summary

Positioning a product is a strategic process that requires a clear focus on the features that are important to your customers. Through targeted target group analyses, authentic storytelling, and highlighting unique selling points, you can successfully position your brand. Use feedback and communication channels to strengthen the connection with your customers and continuously grow.