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Improving your products’ positioning is essential if you want your e-commerce to attain higher sales. The goal is to have your products well-positioned in marketplaces and other channels. But be aware, the competition is fierce.

What is product positioning?

Product positioning is how products or services for sale are presented to target customers. The communication channels used for this purpose, the way in which the advantages or attributes of the product are presented, the type of message that is conveyed and the needs of the target audience.

Naturally, this also takes into account the competition’s product positioning for the same product, or one that is similar. It is a key part of the marketing strategy of any company, and it is decisive when increasing the number of prospective customers and sales. It also contributes to brand value and market differentiation in relation to all other companies.

Product positioning tailors the messages related to the products or services to the target audience, taking into account the various types of consumers that may be drawn to a purchase for different reasons.

In summary, product positioning is a part of the marketing and sales strategy that focuses on conveying the benefits of purchasing a product or service when compared to buying a different one.

→ Must read: How to start your marketing strategy for online marketplaces and boost your sales

Product positioning: Key to your marketing plan

Conveying key messages over the right channels is fundamental for an effective product positioning strategy. For this, it is paramount to understand not only the target customers’ needs, but also their interests, tastes and preferences. What is the socio-demographic profile of our prospective customers? Do they already know our company? What is their lifestyle and consumption habits?

The best marketing plan is the one that identifies what makes a company’s products and services better and conveys these advantages when compared to the competition. An optimal product positioning plan will be able to convey that information. For this, you must keep in mind the following:

→ Don’t miss this: How product information can improve customer support

Choose the right communication channel

The consumers’ relationship with brands and products changes based on socio-demographic variables. The communication channels used to reveal products and services must be meticulously chosen in order to take advantage of the public’s receptivity. For this, you have to identify audiences that will be reached via TV ads during sports events, others in magazines, and others via social networks.

→ This might interest you: How to design a top brand marketing strategy

Adapt the language to the message

In addition to the right communication channel, it is essential to speak to the customers in their language. In other words, to choose expressions that fit how they communicate. This affects how messages conveyed are constructed, their frequency, the vocabulary and expressions used.


The fact that a product’s presentation or packaging can lead to a sale is well-known by traditional marketing. But that’s not all there is to it – the presentation itself already differentiates your product or service from the competition. With a good presentation, the audience and the consumer already perceive the virtues of the product and your brand image at the same time.

Differentiate the delivery and return conditions

Even if it does not directly affect the benefits perceived when acquiring a product, its delivery and return policy affects the indirect perception of the consumer toward it. Yes – it is possible to engage in market positioning by applying a delivery model that is different from the competition. This aspect extends to the payment policy.

Address specific needs

In the world of product and services sales online, there is high market saturation, especially for products that are generic and address the same needs as others do. But if we address specific needs, we may reach market niches that are not heavily exploited. A specific product positioning may be a highly successful strategy, for example, in the professional services sector.

A PIM tool to integrate and manage data

Improving product positioning must be an objective that every marketing department should strive to attain. It may be the only difference when it comes to sales. An effective strategy may set you apart from the competition, convey the benefits of a product or service, and tailor them to the specific needs of the clients.

Using a PIM tool, which allows data centralization, it is possible to manage the information that is necessary for the commercialization and sale of products across various channels. This tool facilitates the storage and management of all product information (characteristics, prices, stock, etc.) with agility and flexibility.

Do you want to give it a try? Find a 30-day free trial here.


PIM for Beginners

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