๐๐ผ๐ ๐ฑ๐ผ ๐๐ผ๐ ๐ฝ๐ผ๐๐ถ๐๐ถ๐ผ๐ป ๐ฎ ๐ฐ๐ผ๐บ๐บ๐ผ๐ฑ๐ถ๐๐ ๐ฝ๐ฟ๐ผ๐ฑ๐๐ฐ๐?There are many ways to position a commodity product. This list focuses primarily on product marketing, as opposed to value selling:
๐ฃ๐ฟ๐ถ๐ฐ๐ถ๐ป๐ด
๐๐๐ฎ๐ถ๐น๐ฎ๐ฏ๐ถ๐น๐ถ๐๐
๐๐ผ๐๐ป๐๐ฟ๐ ๐ผ๐ณ ๐ผ๐ฟ๐ถ๐ด๐ถ๐ป
๐๐ฟ๐ฎ๐ป๐ฑ ๐ฟ๐ฒ๐ฝ๐๐๐ฎ๐๐ถ๐ผ๐ป
๐ฅ๐ฒ๐น๐ฎ๐๐ถ๐ผ๐ป๐๐ต๐ถ๐ฝ๐ ๐๐ถ๐๐ต ๐ฐ๐ต๐ฎ๐ป๐ป๐ฒ๐น ๐ฝ๐ฎ๐ฟ๐๐ป๐ฒ๐ฟ๐
Pricing
Pricing is a critical factor in positioning a product. Is the product you offer a low-cost item? Is it the cheapest option? Is it a premium product?
Figuring out pricing is no easy feat. Price will affect your ability to sell your products, but it also goes a long way in positioning your product in the minds of prospects.
No pricing strategy is necessarily better than another. But if you are trying to price the cheapest component to sell into a luxury car, you may underprice yourself out of the project. On the flip side, if you price a premium component to sell into items with a short lifespan, you probably wonโt beat out low-cost competitors.
Availability
Product availability has always been an essential part of any go-to-market strategy, but since 2020, itโs become a primary consideration for specifiers. If an engineer orders a part for a job with a looming deadline, but the part is stuck in the Port of LA for three months, thatโs going to be an issue.
Country of origin
With global supply chain issues and geopolitical conflicts, a partโs country of origin can also be an important differentiator. Manufacturers with products made and warehoused in the USA now have a greater competitive advantage than in years past.
Brand reputation
The marketing world often throws the term โbrandโ around carelessly.
A brand is essentially the amount of trust a company has earned in the market. Long-standing brands like ABB have a clear competitive advantage because they have built years of trust in the industries they serve. When a component is crucial to a multi-million dollar machine, trust goes a long way.
The real advantage of a strong brand is that it helps to insulate large companies from a competitive startup. Unlike more established brands, new companies do not have a long track record of success and the crucial trust that comes with it, making newer companies and startups a risky choice.
Relationships with channel partners
Having channel partnersโsuch as distributors and vendorsโis also a competitive advantage. Many of the larger component manufacturers enjoy a substantial market share in part due to their robust channel partner relationships.
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