Positioning a product in the market

Today's consumer is inundated with hundreds of product choices, so much so that it is often impossible to break into an already established industry unless one has a unique and competitive product. Now what makes a product competitive is what we called its "positioning" vis a vis other products  or services. Positioning refers to important attributes of a product or service that help create its image in the market. It allows consumers to compare it with other products in the market and analyse whether it identifies with their needs or not.  Positioning is definitely important and not only in the marketing process but also in the planning phase of the product or service. If you are sure what demands you want to supply to and how you will supply, you can create a positioning statement well in advance. During the product development phase, one could always reposition if required.  It helps your team when they know where you would like to place/ position your product in the market and then plan the product development, marketing and communications accordingly.
Positioning helps us to focus on the market and get rid of activities or ideas that don't fit with the brand. Once we know which market we are catering to, we can chisel our position further.  When there are all these exciting coffee brands available, why would one go to Tim Hortons? Because of its pricing and a definite taste that has become so popular especially among the new immigrants. Tim Hortons has recently introduced new coffee products and increased its serving size- all the better for the ever-increasing multicultural immigrant segment. This is effective positioning.Position has to be continuous process.  I’ll cite Neutrogena as another example of effective positioning.  From Natone to Johnson & Johnson-acquired Neutrogena, the name is synonymous to a healthy way of becoming beautiful. It caters to a health-conscious, educated and well-to-do class of women who can spend the money on their looks and not compromise with the health and safety part of the products. Neutrogena products are not necessarily glamorous to the core but definitely health-inspiring and safe to use.