Positioning is the practice of designing a product or brand to have a unique selling proposition relative to the competition. This can include factors such as product, price, distribution, promotion and brand identity.
As an example, consider the coffee section of a large grocery store. Products might include organic, decaffeinated, instant, flavored and premium varieties. Coffee products may also differ by country of origin, brand image, price and packaging. Each product is designed to stand out on a crowded shelf, with a unique position relative to the competition.
This is the complete list of articles we have written about product marketing.
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