Product Positioning Practice Exam

About Product Positioning
Product positioning is a form of marketing that presents the benefits of your product to a particular target audience. Through market research and focus groups, marketers can determine which audience to target based on favorable responses to the product.

Research can also determine which product benefits are the most appealing to them. Knowing this information helps streamline marketing efforts and create effective marketing messages that drive more leads and sales. It also helps differentiate the product or service from the competition in the marketplace.

Product positioning is an important component of any marketing plan, but it doesn’t have to be limited to one audience. For example, a product may have a main target audience and also a secondary audience that is also interested in the product, but perhaps in a different way. Each audience will find the product appealing for different reasons, which is why it’s important to tailor marketing messages to focus on the benefits each audience values most.

Why is Product Positioning important?
Very few products will represent the ideal solution for everyone. Trying to build a marketing story so broad that it appeals to everyone will likely result in messaging that fails to resonate with anyone. Product teams need to understand the segment of the market most likely to find their product appealing. They also need to be able to articulate the value of their product in a way that will resonate specifically with that audience.

If a business wants to market a line of clothing to upper-income consumers, for example, it will be a mistake to try positioning those products as affordable. A better approach might be positioning the company’s apparel brand as the choice of key influencers among the upscale demographic.

Who should take the Product Positioning Exam?
•    Product marketing directors and managers
•    Product managers
•    Corporate marketing managers
•    Advertising managers
•    Press relations managers
•    Demand generation managers
•    Event managers and planners
•    Copywriters
•    Marketers of all levels working at large companies
•    Business leaders working at start-ups or small companies

Knowledge and Skills required for the Product Positioning

Specific skills are needed to excel in career of product positioning which includes good listening and learning skills.

Product Positioning Practice Exam Objectives

Product Positioning exam focuses on assessing your skills and knowledge in market analysis,competitor analysis and user requirements research.

Product Positioning Practice Exam Pre-requisite

There are no prerequisites for the Product Positioning exam.

Product Positioning Certification Course Outline
1. Market Analysis
1.1 Marketing Research
1.2 Market Segmentation
1.3 Market Targeting
1.4 Market Positioning
1.5 Branding
1.6 Defining Product Strategy
1.7 Kano Model Analysis

2. Competitor Analysis
2.1 What is Competitor Analysis?
2.2 Environmental Analysis
2.3 Pestle Analysis
2.4 SWOT Analysis
2.5 Value Chain Analysis
2.6 The BCG Matrix

3. User Requirements Research
3.1 Factors influencing consumer behaviour
3.2 Major Psychological Processes
3.3 Consumer Buying Decision Process
3.4 Organisational Buying
3.5 Customer Data Collection and Analysis
3.6 Voice of Customer (VOC)
3.7 User Requirements
3.8 Conducting User Interviews
3.9 User or Focus Groups
3.10 Decision Making for Product Definition
3.11 Specifying the Product Definition

4. Product Positioning
4.1 Target segmentation and Persona
4.2 Key Customer Benefit
4.3 Competitive Differentiation
4.4 Positioning Statements

Exam Format and Information
Certification name – Product Positioning Certification
Exam duration – 60 minutes
Exam type - Multiple Choice Questions
Eligibility / pre-requisite - None
Exam language - English
Exam format - Online
Passing score - 25
Exam Fees  - INR 1199