Product Positioning Checklist

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1. Market Segmentation.
   • Identify the broad market. What broad market does your business aim at? How would you balance the resources available to your business to enter the broad market?
   • Define needs of potential customers. Who are customers available in the broad market? What are their needs? Why would they purchase your product/service?
   • Formulate narrow markets. Can you divide potential customers into groups of typical customers? Would these groups formulate narrowed market segments or sub-markets? Can you organize the groups by people-related features, such as demography, behaviors, geography? Can your product satisfy needs of typical customers?
   • Determine dimensions per sub-market. Have you reviewed and identified attitudes of typical customers from narrow markets? Do you use Marketing mix to determine dominations of every narrow market?
   • Select your segment. Have you analyzed sub-markets to determine which sub-markets offer the best conditions for promoting and selling your product/service? In what market segment (sub-market) does you company gain most competitive advantages? Can you use sales forecasts and projections to estimate success of your company?
2. Positioning Criteria.
   • Reliability. Do target customers rely on your product?
   • Price. Do target customers feel that the product is available at a better price?
   • Quality. Can you confirm the product is safe, excellent and free from defects and deficiencies?
   • Usability. Do your customers want and like to use the product? Do they regard the product as useful and convenient?
   • Delivery. Do you provide favorable options of product delivery?
   • Related service. Are there any related services available to target customers (product support, updates, maintenance)?
3. Product’s Share.
   • Use the positioning criteria (see above) to measure your product’s relevance to target customers.
   • Conduct a customer survey to determine which of the criteria have shown the product’s fault or customer dissatisfaction.
   • Identify measures that have demonstrated the product success and importance to your customers.
   • Analyze those measures to find out whether they are sufficient to keep your product successful in the long run.
   • Determine the product’s share (as compared to other products available in your market segment) by using analysis results.
4. Customer Focus.
   • Get your target customers together in focus groups to identify their expectations.
   • Use individual interviews to gather customer expectations as well.
   • Gather perceptions and expectations from your competitors' customers who could use your product.
   • Ask your focus groups to brainstorm factors which are most important to them when using your product.
   • Determine your customers’ key benefit and compelling reason why they decide to purchase your product.
   • Identify primary competitive alternatives (what makes the customers ...

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