Making a product or service relevant to a consumer means not only knowing what the customer wants, but also what else is available to that consumer and where your product or service fits in the mix. This is the essence of Product/Service Positioning.

Recently, a major retailer was investigating the idea of creating a suite of services to differentiate itself. Positioning identified several themes that were meaningful to the consumer, while supporting the retailer’s brand. Our research not only targeted key areas of potential positioning, it also helped craft communications by identifying those customer benefits and key service attributes that made the service offering believable and desirable.

Tool Description

This iterative process identifies and capitalizes on brand truths, as well as gaps in the marketplace. Ultimately, this research tool assists in identifying a unique, “ownable” and consumer-relevant positioning strategy.

Benefits

Identify relevant, “ownable” and differentiated positioning areas
Understand the competitive landscape
Gauge consumer reaction to initial positioning areas and product/service descriptions
Fine-tune positioning platforms to increase consumer impact
Identify expected and desired emotional benefits of the product/service concept to ensure the positioning is targeted at consumer core values - enhances positioning longevity
Identify key drivers of the product/service concept
Refine product/service positioning strategy based on consumer insights

The Process

Gongos Advantages

Identifying a successful positioning strategy is often a time-consuming, iterative process.
The synergy created from our expertise in both qualitative and quantitative research offers clear, consistent insights and efficiency.