Positioning Notes

Because of the proliferation of new technologies and new products, users are bombarded with choices and have a difficult time differentiating and selecting the best of many alternatives. Meanwhile, many small companies fighting for recognition in this sea of possibilities can’t understand why their innovative products aren’t selling well.

The solution to both group’s problems is positioning: creating a desired image for a company and its products within a chosen user segment. The positioning process further helps high-tech manufacturers deal with such problems as limited product life cycles, limited lead times before competitors respond with equal or greater improvements, as well as the desire to control new technologies introduced during a short time period or to a particular target market.

Read Target Marketing for Technology Products.

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