The document discusses product positioning, including defining the relevant market and attributes, collecting customer perceptions, and determining a product's position relative to competitors and customers' preferred attributes. There are two main types of positioning: competition-based, which distinguishes a product from category members; and image-based/goal-based, which associates a brand with satisfying goals/needs. Tips for positioning include having a unique selling proposition, using bold guarantees to differentiate, bundling complimentary products to offer value, and clearly educating customers.

1. PRODUCT POSITIONINGPROCESS

2. TYPES

3. TIPSPROCESSDefining the market in which the product or brand will compete (who the relevant buyers are) Identifying the attributes (also called dimensions) that define the product 'space' Collecting information from a sample of customers about their perceptions of each product on the relevant attributes Determine each product's share of mind Determine each product's current location in the product space Determine the target market's preferred combination of attributes Examine the fit between: The position of your product The position of the ideal vector

5. TYPESCompetition based Positioning Identify the appropriate category Distinguish from other category members or key competitors on important dimensions. Image-based Positioning or Goal based positioning Depict Brand as way to satisfy customer goals/needs. Build a strong, consistent set of associations with the brand. E.g. Vegas- “What happens here stays here”

6. TIPSUnique Selling PropositionSomething unique, that you have to offer. Not necessarily entirely unique. You can appear unique by simply packaging your product or service in a unique way.

7. Risk ReversalDifferentiate yourself with outrageously bold guarantees, that you're competition don't have the guts for. Most people are genuinely honest, and if your service is what you say it is, you've got nothing to worry about. The increased sales volume will be well worth it.

8. Inordinate ValueLeverage your advertising, by offering to let complimentary businesses come along for the ride, in exchange for a free sample of their wares. Then bundle those into your offering. Cut the right deals, & your offer will appear "irresistible", compared to your competition.