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Product Management vocabulary · Launches & Go-to-Market

Positioning

Meaning in product management, with examples

/pəˈzɪʃənɪŋ/nounCommon term

In product management, positioning means: How a product is placed in customers' minds compared with alternatives: what it is, who it is for and why it is the best choice for them.

In Turkish: konumlandırma

How it is used

Usually defined by product marketing and the PM together before a launch. Positioning shapes the website, the sales pitch and pricing. Teams define, sharpen and change their positioning; a positioning statement sums it up in one or two sentences.

Example sentences

  1. Our positioning is “the accounting tool for freelancers”, not “for every business”.

  2. After the competitor's launch, we had to rethink our positioning.

Common collocations

  • product positioning
  • positioning statement
  • market positioning
  • sharpen the positioning
  • value propositionA clear statement of the main benefit a product gives its customers and why they should choose it over other options.
  • competitive analysisA structured comparison of a product with its competitors' products, looking at features, pricing, strengths, weaknesses and positioning.
  • go-to-market strategyThe plan for how a new product or feature will reach its customers: who it is for, and how it is priced, positioned, promoted and sold.
  • target marketThe specific group of customers a product is mainly built and sold for, defined by things such as industry, company size, location or needs.
  • pricingThe way a company decides how much to charge for a product and how to structure that charge, for example with plans, tiers, discounts and free trials.

This word in other fields

The same English word can have a different meaning in another field:

More terms: Launches & Go-to-Market

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