By Daniela Carrasco
Marketing4eCommerce Editor
TEvery person in the business world must understand how products are perceived in the market in order to create strategies that help them achieve success. There are various tools or techniques for this, such as the product positioning map .
It is a visual representation that illustrates the position of a product in relation to other competitors in the market and serves as a strategic compass for companies, identifying differentiation opportunities, strengths and areas for improvement.
By considering key variables such as product attributes, market belarus number data segment, brand image and business life cycle, the map facilitates informed decision-making. Companies can thus adjust their strategies to maximize their appeal and stand out in the minds of consumers , adapting to market changes and achieving a sustained competitive advantage over time.
Basic structure of a positioning map
A positioning map is structured on two axes (one vertical and one horizontal) that intersect. At the ends of these axes, you define the extreme values for the parameters you want to analyze:
Key Features
It is crucial to select product attributes that are meaningful to your target audience, as these attributes will differentiate your product from others in the market. For example, in a vegan food brand, you might focus on attributes such as price and variety to compare with other brands. Knowing where your competitors stand is essential for effective brand positioning.