How to do a good job of product differentiation and positioning in the market?Positioning Marketing Strategy Examples

Product differentiation is the number 1 marketing that people usually considerPositioningStrategy.

What does product differentiation positioning mean?

For example, aE-commerceA recent product the team made, theirInternet marketingThe selling point at the beginning of the operation is "function".

However, this function is very common in the industry, and the price of the product is high, so the function is basically not competitive on the e-commerce platform...

Product positioning is that you have to find a selling point that your peers are less likely to hit.

But this productWeb PromotionHigh cost, high pricing, and other drawbacks, it looks like no chance of winning...

But it is a Japanese brand (although not well-known, although it is OEM production by a Chinese factory).

Therefore, do a good job of product differentiation and positioning in the market, and choose a selling point - "Imported from Japan"

Then, all of a sudden it sold!

Hahaha!

What are the characteristics of product differentiation positioning?

The characteristics of product differentiation are divided into vertical differentiation and horizontal differentiation:

1. Vertical differentiation refers to better products than competitors;
2. Horizontal differentiation refers to products that are different from competitors.

The case for product differentiation

in realityLifeThere are many examples of successfully creating your own brand by alternating vertical and horizontal differentiation:

• For example, Procter & Gamble, which we are all very familiar with.
• There are currently six domestic P&G shampoo brands.
• Due to the clever use of product differentiation, P&G has designed the positioning of each of these six brands, thus achieving impressive results in the shampoo industry.

How to do differentiated positioning marketing strategy?

I saw a friend leave a message saying that I know I need to be differentiated, but I amTaobaoAs a small seller, I don’t have the strength to design products!How to do it?

Reply:Doing e-commerce must like to study product differentiation positioning.

First, we are not to design products, but to find differentiated products.

• For example, if a new technology product comes out of the factory, but no seller is selling it well, this may be an opportunity.

Second, why do we want to segment the industry?

• Because the subdivision industries are all small sellers, and the opponents are not too strong, it is called subdivision.
• If at the beginning, your opponent is selling thousands of dollars a month, you have almost no chance.

Third, finding differentiation is of course not easy.

• Anyone can get rich if it were easy.
• Patience and vision are required.

Competitive differentiation and market positioning

Understanding the market is the first task of an entrepreneur.

There are many network marketing experts who will create a new selling point when making products:

For example: a small pot of tea, locking water is better than replenishing water, etc.;

• 1. We need to define a new selling point from product development. The basis of this definition comes from the insight into user needs, appearance, function, social attributes, new materials, etc.;
• 2. A new perspective is easy for users to remember, and the benefits of innovative categories must be the greatest. Just look at Apple and other companies creating smartphones;
• 3. The product development is only the first step, the correct channels and marketing investment in the later stage are the key, and the ability to accurately put out the marketing expenses;