Pacific Business Daily

Product Positioning?

hi everyone out there......i have to prepare a presentation on product positioning. so i need some guidance for this topic. if anyone out there can guide me sequential steps....i shall be highly obliged..

Public Comments

1. Apple is the king of it! Also the Transformers movie was heavy with it. I don't know what steps you need, but I only offer some hints, I would hope that no one would post you how to do your report. That takes the learning out of it. You should talk to your prof/teacher concerning the "sequential steps".
2. There is a great book called "Positioning" by Al Ries. It's 210 short pages, but you can skip most of the introduction and just goes with the ideas you like. It tells you some great ways to make your products look great, while your competitors look worse. Hope this helps.
3. Choose your examples. Find movies with "known brand names" being displayed in an obvious matter as well as in a subtle manner. You may want to find a low budget movie that does not use ad placement too and just take some notes on that as well. Then make an outline (or a list) of the order in which you would like to present your EXAMPLES and the points you make with each example. Then work on a reallyy good intro. You can keep the ending open or tie it up w/ a conclusion but I think open endings are more creative. End it with a question for reflection BY the reader. Good luck.
4. Um, two of the three answers so far have confused "product positioning" with "product placement". These are very different concepts. I have not read "Positioning" but Bookkeeper's recommendation sounds like a good one. Positioning is difficult to discuss in a short space. Positioning is the image you are trying to establish for your product relative to the competition. Actually EmK started well by citing Apple. Consider their commercials with Mac and PC. Mac is younger, hipper, smarter and a better adapter to a new world, but not over-complicated nor showy. Mac is practical. PC is older, like your dad. PC is business and rather afraid to try something new. He has to wear a suit just to fit in. He always has a problem the Mac can handle easily. Apple is positioning their product as better serving younger, smarter user. Apple is re-positioning PCs as comfortable old technology that is beginning its way out.