Positionnement

Positionnement, in marketing and business strategy, is the process of shaping how a brand, product, or organization is perceived in relation to competitors within a defined market. The term comes from French and is commonly used in English-language marketing to refer to the intended position in customers' minds. A successful positionnement clarifies the unique value proposition and differentiates the offering from alternatives.

Key elements include the target audience, the category or frame of reference, the promise or benefit delivered, and the point of difference that justifies why the offering is preferred. The positioning is typically captured in a concise positioning statement that summarizes for whom the product is intended, what it is, and why it is better than competing options.

The positioning process generally involves several steps: conducting market and competitor analysis; identifying customer needs and gaps; selecting a preferred position that is credible, defendable, and relevant; and aligning product attributes, pricing, distribution, and communications to reinforce the intended perception. Perceptual mapping and value proposition design are common tools to visualize and test positions.

Positioning can vary by dimension, such as by price and quality, by functional versus emotional benefits, by user segment, by usage occasion, or by product category. It also applies to corporate and regional or country branding, not only to products.

Risks include overpromising, inconsistent behavior across touchpoints, or targeting an unattractive market segment. Effective positionnement requires ongoing monitoring of perceptions and, if needed, adjustments to messaging or the offering.