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

Product differentiation is usually the first marketing positioning strategy people consider.

What does product differentiation positioning mean?

For example, a product recently developed by an e-commerce team initially marketed its "features" as its selling point.

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.

However, this product has high online promotion costs, high pricing, and other drawbacks, making it seem like it has no chance of success...

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

Therefore, by differentiating the product and positioning it in the market, they chose a selling point—" Original import 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 real life , there are many examples of people who have successfully created their own brands by alternating between 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 comment from a friend who said they know they need to differentiate themselves, but as a small seller on Taobao , they don't have the resources to design products! What should they do?

Answer: To succeed in e-commerce, one must enjoy researching product differentiation and 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;