What is market positioning?

Market positioning is fundamentally the process of creating a specific image or identity for a product in the minds of consumers. This involves defining how a product is different from competitors and identifying the unique value it offers to target customers. Effective market positioning helps to distinguish a brand within the crowded marketplace, influencing consumer perceptions and preferences.

By focusing on the unique attributes and benefits that resonate with the target audience, businesses can shape their marketing strategies to effectively communicate these qualities. This can involve various elements such as advertising, packaging, and customer engagement strategies that reinforce this desired image.

While aspects such as reducing production costs, increasing short-term sales, or limiting competition are relevant in the broader context of marketing strategies and tactics, they do not specifically define market positioning. Instead, market positioning is about the perception of the product in the minds of consumers, ensuring they have a clear understanding of what sets the product apart and why they should choose it over alternatives.