Launch a product without positioning an offer If you don't do it clearly, you run the risk of going unnoticed or of failing to meet market expectations. Before investing in marketing or technical development, it is crucial to take the time to positioning an offer with precision.
According to HubSpot, 82 % marketing experts believe that a well-defined upstream strategy is a key factor in overall success.
You adopt a proactive stance, based on an in-depth understanding of the market.
1. Positioning an offering: a structuring approach
Positioning an offeris about defining the place you want to occupy in the mind of your target customer. It's not just about describing your product, it's about clarifying who you're talking to, what makes you different, and how you want to be perceived.
With the right positioning, you can build a coherent message which will guide the entire launch, from product to communications.
2. Analyse the market and segment your audience
Start with a in-depth market analysis size, trends and growth. For example, according to Statistathe global market for digital products is expected to exceed 500 billion by 2027.
Then map the audience segments needs, barriers and behaviours. Adapting positioning to each segment enhances the effectiveness of messages.
3. Study the competition and identify opportunities
An analysis of competing offers helps to understand existing strengths and weaknesses.
According to BpifranceGood positioning is based on the ability to differentiate yourself from your direct or indirect competitors in the long term.
By identifying shortcomings (price, user experience, missing functionalities), it becomes possible to positioning an offer more relevant.
4. Define a unique value proposition
Your value proposition summarises what you bring to the table that's different. It must address a specific issue and be backed up by evidence: testimonials, tests, real-life cases.
According to Salesforce, 84 % of customers say that the experience offered is as important as the product itself.
It is a key lever for positioning an offer in a credible way.
5. Create personas and map the customer journey
The personas to understand your typical customers: age, needs, preferences. Combined with a customer journey mappingThis method allows messages to be adapted to each stage of the decision process.
By personalising your marketing activities in this way, you can positioning an offer with maximum relevance.
6. Test positioning and validate hypotheses
Before the launch, it is essential to test the message: mock-ups, surveys, user feedback.
A study conducted by McKinsey shows that companies that validate their positioning upstream multiply their conversion rate by 2.5.
These tests make it possible to reduce uncertainties and toadjust the message to better position an offer.
7. Define an aligned pricing policy
Le price directly reflects the desired positioning (entry-level, premium, niche). A price sensitivity analysis helps determine customers' willingness to pay, and avoid strategic errors:
- too low, it can impair the perception of quality
- too high, it can slow down adoption
A well-calibrated price will positioning an offer in an optimal zone between perceived value and profitability.
8. Align communication and teams
Once the strategy has been defined, it must be applied consistently across all channels: website, social networks, emailing, press.
This also requires internal alignment: sales, marketing and support. Scripts, FAQs and in-house training ensure continuity of message.
It is this cross-functional coherence that makes it possible to positioning an offer effectively in the customer's mind.
Conclusion
Positioning an offer is an essential stage in any successful launch. It involves a strategic vision, concrete data, a good knowledge of the market, and a strong alignment between actions and messages.
A well-positioned offer finds its audience more quickly, generates support and stands out from the competition in the long term.
The pre-launch strategy is often neglected. It's important to focus on customer benefits before functionalities.