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Digg It - How To Position Your Product (And Own A Place In The Consumers Mind)
Depending on who you talk to, positioning is a marketing phrase that has many different meanings to many different marketers. I define positioning as how the customer maps your product in their minds versus comparable products that are available to them.
Let me explain this further.
In the car marke
Let me explain this further.
In the car marke
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
t (now bear in mind I’m in Australia so some of these brands may or may not be familiar to you but I’ll do my best to be universal), let’s map out in our minds how the positioning might look.
Status symbol/luxury: Mercedes Benz/Lexus Serious Driver: BMW Serious sport: Porsche Safety: Volvo Family: Ho
Status symbol/luxury: Mercedes Benz/Lexus Serious Driver: BMW Serious sport: Porsche Safety: Volvo Family: Ho
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
den or Ford (6 cylinder) Affordable: Toyota Affordable European: Volkswagen Cheap: Hyundai Hoon: Anything with holes cut in its bonnet, big mag wheels and noisy mufflers. (Suburu's seem popular amongst this group.)
You start to get the idea?
Of course, it’s not quite as simplistic as this map. We ca
You start to get the idea?
Of course, it’s not quite as simplistic as this map. We ca
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
add other variables to create a “position” for ourselves. Those variables might include gender, age, location, personal aspirations, budget and so on.
For example, in Australia women like to drive a hatchback (like a VW Golf), since it’s easy to load shopping in the boot (or trunk if you’re in Ameri
For example, in Australia women like to drive a hatchback (like a VW Golf), since it’s easy to load shopping in the boot (or trunk if you’re in Ameri
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
a).
So the Volkwagen Golf's positioning could potentially be:
“Affordable European for women that shop”
Let's also look at how easy it is to damage your positioning and to illustrate, I'm going to use one of my favourite current examples, McDonalds.
What is McDonalds to the average person? Well it
So the Volkwagen Golf's positioning could potentially be:
“Affordable European for women that shop”
Let's also look at how easy it is to damage your positioning and to illustrate, I'm going to use one of my favourite current examples, McDonalds.
What is McDonalds to the average person? Well it
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
used to be a hamburger place; and that's how we all saw it in our minds. This was very powerful for McDonalds because hamburgers were a popular takeout food and McDonalds was the first large scale hamburger joint and "owned" the position in our minds. When you thought hamburgers - you thought McDonald
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
.
The marketing department of McDonalds reinforced this perception to us too - through television and other media. We got it - and we attributed McDonalds with the ownership of "hamburgers".
It was powerful because consumers don't like to think too much about anything - and when you are powerful lik
The marketing department of McDonalds reinforced this perception to us too - through television and other media. We got it - and we attributed McDonalds with the ownership of "hamburgers".
It was powerful because consumers don't like to think too much about anything - and when you are powerful lik
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
e McDonalds and "own" the spot in the consumers mind, you make it easy for the consumer. They just know what you do and you become the place to go.
Here in Australia, McDonalds is changing itself - one would think in response to the growing negative perceptions of the quality of the food and general
Here in Australia, McDonalds is changing itself - one would think in response to the growing negative perceptions of the quality of the food and general
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ommunity concerns about obesity.
So it has recently released "deli rolls". But hey, says the consumer, isn't that Subway? And it has chicken nuggets on the menu. Hey, isn't that KFC? And some of their outlets have a McCafe selling coffees and muffins. Hey, isn't that Starbucks?
So once, where McDona
So it has recently released "deli rolls". But hey, says the consumer, isn't that Subway? And it has chicken nuggets on the menu. Hey, isn't that KFC? And some of their outlets have a McCafe selling coffees and muffins. Hey, isn't that Starbucks?
So once, where McDona
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
ds held a very clear position in the mind of the consumer it is trying to be all things to all people and the first rule when it comes to branding is that you cannot be all things to all people - you will fail.
To ask the consumer to think about your brand and to ask them to make quantum leap shifts
To ask the consumer to think about your brand and to ask them to make quantum leap shifts
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
n their perceptions of your brand (so carefully nurtured by you over all those years) is a huge ask. From the hamburger place to the everything place; from a kids place to a place for grownups; from a "junk" food perception to telling us they are healthy? McDonalds is in serious trouble. Its consumers
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
aren't going to get this.
The three steps to create and communicate a position.
1. First think about your product attributes. When you are creating positioning for your product, you need to start by think through the attributes of the product (car attributes include safety,
The three steps to create and communicate a position.
1. First think about your product attributes. When you are creating positioning for your product, you need to start by think through the attributes of the product (car attributes include safety,
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
durability, speed, comfort and so on).
The best way to identify what is the most important attribute is to ask questions of potential buyers. What do customers think of your product? What is the most important attribute to them? What would compel or persuade them to buy your product over an alternati
The best way to identify what is the most important attribute is to ask questions of potential buyers. What do customers think of your product? What is the most important attribute to them? What would compel or persuade them to buy your product over an alternati
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
e?
(If you are looking to advertise or promote your product, you might also ask them where they look for information about those products, and what language do they use when talking about them.)
2. Choose the attribute that’s best for your product. The rules are that if you are the first pr
(If you are looking to advertise or promote your product, you might also ask them where they look for information about those products, and what language do they use when talking about them.)
2. Choose the attribute that’s best for your product. The rules are that if you are the first pr
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
oduct to market in your category, you can have a choice of “owning” any attribute which you can position your product against, and you would want to choose the most important attribute relating to that product.
But, if you are not the first product in the category, different rules apply.
The rule of
But, if you are not the first product in the category, different rules apply.
The rule of
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
the follower is to do the opposite of the leader in order to provide the consumer with a genuine alternative. (Think black MP3 versus White i-Pod).
It’s a very rare opportunity that you can copy your competitors and win.
3. Now tell the world Finally, having a position is half the battle. T
It’s a very rare opportunity that you can copy your competitors and win.
3. Now tell the world Finally, having a position is half the battle. T
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
e other half is how to communicate that position with consumers.
All brands/products must have a personality. The elements of a personality include its name, packaging, price, its advertising and what it does and where it is bought. Its personality ultimately becomes its image.
Once chosen, every el
All brands/products must have a personality. The elements of a personality include its name, packaging, price, its advertising and what it does and where it is bought. Its personality ultimately becomes its image.
Once chosen, every el
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ment of your brand needs to be consistent with your chosen image. Don’t have an old fashioned logo on a “modern” product; don’t use “boring” packaging on an “exciting” product… and so on.
Everything must be consistent (and stay that way) so avoid the temptation of changing your brand image regularly
Everything must be consistent (and stay that way) so avoid the temptation of changing your brand image regularly
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
you’ll only confuse your customers.
As you roll out any promotional activities, every piece of promotion should reinforce this brand image. If it doesn’t, it shouldn’t be released or approved by you.
If you are the first in the product category, your positioning should include a leadership statemen
As you roll out any promotional activities, every piece of promotion should reinforce this brand image. If it doesn’t, it shouldn’t be released or approved by you.
If you are the first in the product category, your positioning should include a leadership statemen
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
. "The world's first (whatever) for (whoever)" "Fastest Growing (whatever)" "The biggest supplier of (whatever)" "America's No. 1 choice for (whoever)".
Stay tuned for more business articles or check out my bio at www.fionamackenzie.com.au
Stay tuned for more business articles or check out my bio at www.fionamackenzie.com.au
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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