Product Description

Narration  The Overall Market  Product Description  Positioning Strategy  Branding Strategy
Pricing  Product Naming  Channel Distribution  collaterals  PR & Product Reviews  Advertising
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15 %

Product Description

The next step is to describe your product in relation to its positioning.

You may want to review some of the concepts we have discussed in earlier PMHB materials on the Key Elements of Positioning:

Encapsulation

Conceptualization

Visualization

Descriptors

Features and Benefits

Great, well-positioned products utilize one or more of the above concepts effectively.

The Advisor analysis on this subject includes:

Product Evaluation Summary

Boston Consulting Group Matrix

GE Business Screen

Margin-Return Model

Product and Market Change

Market Growth / Development Activity

Type of Product / Service

Position Evaluation Graph


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