포지셔닝 in Eng| 코드스테이츠 PMB 12기
앞으로는 과제와 학습한 내용을 따로 작성을 하고자 한다. 오전 시간에는 학습 내용 기록을 오후 시간에는 과제를 작성을 할 것이다. 과제의 양과 난이도에 따라 학습 내용 작성 여부가 달려있을 것 같다. 하지만 역시 되도록이면 이렇게 남기는 게 머릿속에 잘 남고 리뷰할 때도 좋은 것 같다. 오늘은 Positioning에 관한 정리이다. 셰어 해준 아티클들이 너무 좋아서 그것들을 중점으로 작성해 나갈 것이다. 또한 과제가 아닌 복습임으로 최소한의 번역만 진행할 것이다. (번역은 너무 힘들다고)
Product Positioning : 회사가 원하는 프로덕트 혹은 서비스의 이미지를 타켓 고객층에게 심어주는 것
(Firms use positioning to create an image of a brand's product or service in the mind of a target customer)
1. Positioning: 5 Strategies to Stand Out From Your Competitors
Positioning: 5 Strategies to Stand Out From Your Competitors
Positioning is one of the fundamental elements of marketing, both for consumer products and B2B (Business to Business). Positioning is…
www.business2community.com
Intro
Businesses use marketing to communicate their market position to customers and influence their perception of their products or services. Marketing establishes the brand identity, influencing consumer perceptions of its position in the market relative to the alternatives available from competitors. Before determining its position in the market, a firm should decide on a market segment that they want to target. This is where positioning comes in. This target market is defined by demographics such as gender, location and age as well as criteria based on their consumer behaviour.
Key points: Marketing, market segmentation, demographic
Body 1 - Unique Selling Proposition
Effectively positioning a product or service gives it a USP (Unique selling proposition). Your USP is your unique benefit to entice customers to purchase your brand over another. Brands must communicate This USP to their target audience. McDonald’s; they do not try and position itself as the fastest, cheapest or best tasting. Instead, their USP is that they are a family-friendly restaurant. The children’s menu items, the free toy with a kid’s meal, and the playgrounds. They position themselves to target families.
Body 2 - Positioning statement
A USP and positioning statement is similar. The biggest difference is a USP is product or service-centric and focuses on what sets your product or service apart from competitors; where a business creates its positioning statement after the USP, focusing on the primary benefit of the product or services for its target market.
A positioning statement should discuss the following:
> The positioning statement begins with describing your target market and what their specific needs or goals are.
> Define what category your product or service belongs to and how it meets the needs of consumers.
> What differentiates your product or service from the alternatives?
> Explain why consumers in your target market should believe your brand’s claims.
Body 3 - Determining a Positioning Strategy
Customers can recognise a clear positioning strategy — they understand whether a brand is competing on price or quality. Positioning must be a cohesive effort between the business strategy and sales and marketing tactics. Organisations must clearly define their positioning across the value chain, otherwise, communication loses focus and can become confusing.
Body 4 - Five main strategies upon which businesses can base their positioning.
1. Positioning based on product characteristics
Using product characteristics or benefits as a positioning strategy associates your brand with a certain beneficial characteristic. Brands consistently communicate the most unique benefit or characteristic of the product with consumers.
2. Positioning based on price
Usually, with pricing positioning strategy, a brand aims to be the cheapest or one of the cheapest in the market, and value becomes their position. Brands can also position based on price if they find a gap in the market at a certain price point. Being the only option in a certain price range becomes your market position.
3. Positioning based on quality or luxury
Positioning a product based on its high quality or ‘luxury’ is different from positioning based on price. Note that luxury does not always mean better quality, but customers still believe it is better because of the reputation of the brand due to their long-term brand positioning strategies.
4. Positioning based on product use or application
Associating your product with a particular use is another way to position your brand. Meal replacement could be divided between a woman who wants to lose weight and men who want to be manly.
5. Positioning based on competition
Brands highlight a key difference their product/service offers in their marketing to make it seem favourable and unique compared to other options in the marketplace. The product or service becomes unique. Brands can also use the competition as a reference point to follow a similar strategy. You try and convert some of their customers by offering a similar product with similar benefits at the same price point.
2. Position, Position, Position!
https://m.signalvnoise.com/position-position-position/
Position, Position, Position!
The mantra in real estate is “location, location, location.” You can upgrade kitchens and bathrooms all day, but if you’re in the wrong neighborhood it won’t sell. The same is true for products. Fo…
m.signalvnoise.com
What’s important from a product design perspective is this: Snickers can’t make a feature request to be “meltier” and then win over some new customers. Milky Way can’t “add a little crunch” to hit two birds with one stone. These are trade-offs. The trade-offs are both what makes them different, what defines their competitive sets, and what makes them suitable for different hiring moments. Without a clear point of view on what makes you different, it’s easy to wander.
3. Market Research vs. User Research — Are they the Same?
https://medium.com/reassemble/market-research-vs-user-research-are-they-the-same-3ec59dec637f
Market Research vs. User Research — Are they the Same?
They’re both important — but not in the same way.
medium.com
Market research and user research are not the same, but:
- This doesn’t mean either one is unimportant. Knowing your market, and knowing your users, are both very important for a successful product.
- This doesn’t mean they are completely divergent either. Market and user research are complementary — they inform and guide each other.
Difference 1: A Question of Scale
Market research is quantitative, centred around numbers: visitor numbers, conversion rates, and market size. For market research, doing just 10 surveys is not particularly helpful.
User research often looks tiny because of its qualitative nature. UX is centred around feedback — how people use things, what makes them frustrated, and how they try to deal with problems.
Jakob Nielsen - just 5 people can bring out about 80% of the website’s usability issues.
Difference 2: Different Questions
User research: what is useful to people. - Deep insights are needed
Market research: Identify something that people want
Difference 3: How you Slice it
The questions that can make by above informations.
- Their budgets are pretty similar. Your product is in their spending range.
- They belong to the right market segment: they both own businesses that might need management software.
- They both seem excited about digital products, like yours.
- Their demographics — in terms of education and age — are pretty similar.
위의 질문들은 user interviews를 한 지금은 사용할 수 없다. 그들의 needs와 problems가 다르기 때문
Sum up
Market research is valuable because it shows us broad information; user research is valuable because it gives us deep insights. What is clear, though, is that both kinds of research are important. Without the directions that they give, a product will be steered blindly. And successful products are never steered blindly.
3. How to Conduct a Market Research Survey for Your Startup Idea
How to Conduct a Market Research Survey for Your Startup Idea
Imagine asking 300 random strangers what they think of your product idea.
medium.com
The first giant step toward turning your product (or service) idea into a viable business concept, and ultimately finding investors, is basic market research.
- Who is my TARGET MARKET? Your survey should begin by asking a few demographic questions. Gender, age, household income, region. Behavioural questions should follow. These uncover facts about your audience’s lifestyle that relate to your product idea. You’ll use these demographic and behavioural questions to “cut” your data when your survey is done fielding.
- Is my product idea in DEMAND? Two-step process. First, ask about competing or similar products. Do people use competing for products? What don’t they like about them? How long have they used them? Where did they first learn about them? -> Respondents cannot actually experience your product idea firsthand. They have, however, used competing products firsthand, and you can learn a lot about the demand for your product from their experience with competitors.Next, present your product concept and ask for first impressions. This presentation can be a sentence, a paragraph, or even a video. The more descriptive, the better. Respondents are rating their interest in the product you describe
- How much are people WILLING TO PAY for my product? The point here is to validate your idea — to see whether people want it and whether they’d be willing to pay for it. You need to know this before you invest any more time in this idea.
위의 내용은 타인을 위한 것이 아닌 나의 own 공부이다. 하지만 아티클 자체는 굉장히 추천하는 바이다.