In order to effectively drive your products at retail, regardless of channel, you must have a clear product positioning strategy. This strategy must allow you to not only establish a “footprint” within your targeted distribution channel, but continually build upon your success.
With inventory turns being a barometer of success, it will be key for the brand to establish their competitive “POD” while presenting your product line, and activating this strategy when it hits the shelf at retail. This positioning takes form on many different levels, and each complements one another to structure a vertical brand. These components are; product performance attributes, pricing structure, branding, key selling points and merchandising strategy, each building upon one another.
If you believe your product has clear ,”authentic”, benefits that are superior to key competitors, this should always be your lead. Other components will round out the overall positioning, but having a superior product allows you to tell your story from concept through reality. This is why true “innovators”, not “imitators” will have a distinct advantage when it comes to positioning, and securing a leadership position. “Imitators” drive by looking the rear view mirror, while “Innovators” drive by looking forward and lead the pack. This is why “Imitators” crash and burn…
Always look to Position through superior Innovation..
Always stay ahead of the Imitators…
Always look to build a Vertical brand…
Enjoy the Ride..!
Bryan Smeltzer
web:www.bryansmeltzer.com
LI:linkedin.com/in/bryansmeltzer
“Product Innovation and Marketing Success Blog…”
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