The purpose of positioning is to differentiate your product for your target customers by relating the product to their goals, needs, and other “attributes.” In doing so you go beyond simply selling a product to selling what the customer needs, as related to their identified attributes.
Remember Francisco, who represents a consumer segment for potential targeting? Francisco is a 46 year old man living in Peru whose income is low relative to where he lives. He is looking for products that can help him with growing his potatoes that he sells to exporters. His busiest time is during the harvest season in August, and his biggest challenge is postharvest tasks.
With positioning, a product is messaged to meet Francisco’s needs and goals, for example to increase his income by reducing overall costs and the high level of effort he is experiencing during the postharvest season. By first creating Francisco’s persona and targeting him as a representative customer, positioning helps determine how we promote a product in ways that address his needs and aspirations to be a successful farmer. It is okay for the product to address one attribute in many ways, or even a variety of attributes. Attributes and propositions for Jose, from the targeting example is also included below.
|Francisco’s income is low||"Our product gives more bang for the buck."
“Using our spray will save you money in the end!”
|Francisco wants to reduce effort of postharvest tasks||“More harvest, more money, more help for your farm!”|
|Francisco sells his potatoes to exporters||“Potatoes grown with our product will make exporters smile!”|
|Jose sells to farm suppliers who want high volumes of sales||"Our product will fly off your shelves because farmers are demanding our higher quality product."|
|Jose sells to farm suppliers who want high commissions||"The quality of my product commands a higher price that farmers will pay because they want it.”|
|The farm suppliers sell competing pesticides||“Our smaller packaging is more attractive to smallholder farmers because they can purchase only what they need and use it immediately.”|