Market Positioning Analysis Tool

This tool has been developped to help you think through your market positioning.

Q1 What are your list of products?

A,B,C.

Q2 Which Target markets currently buy your products (there may be more than one)

Q3 For each product what are the benefits to each target market?

Q4 How do these benefits compare to those of your competitors?

Q5 How do you differentiate your products from theirs?

A Worked Example

The Dixon Group

Let us define the products as:-

A/. Audio Visual

B/. White Goods

C/. Insurance Products

Audio Visual Target Markets are:-

P/. Early Adopters                                         DINKIES

Q/. Brand Snobs                                           Empty Nesters

R/. All these Buttons will impress my mates        Urban Poor

Benefits

P/. The Store for the latest technology and the most informed staff (Product and Service)

Q/. We have a broader range of Sony Products and our staff will call you Sir

R/. We play Street Music and our security teams are discreet

Competitor's Benefits will be similar, often this will depend on store location and Claritas demographics of catchment area.