12. Positioning

Target Customers

In developing a positioning statement for a product it is important to clarify exactly what is meant by the term "customer". If you do not clearly identify the exact nature of the "customer" concept within the product definition, it is very difficult for others, who may take up the actual marketing activity to understand exactly how you have assumed the product will be positioned.

Consider the following attributes of a "customer":

• The "customer" is first and foremost an individual with more or less powers to make decisions about the purchase of a product.
• The "customer" may collude with others in making purchase decisions.
• The "customer" may take on one or more different roles within the context of a single product purchase.

The roles a customer can take on will include:

• User and consumer - the role of immediate beneficiary from use or consumption of the product.
• Requirement influencer - the role of influencing the definition of product purchase requirements.
• Specifier - the role of defining the technical requirements to be met by a product.
• Decision influencer - the role of influencing or formulating the criteria for product selection.