Positioning
Define who the product is for and why it matters

Positioning connects the product idea to a real customer, a routine and a commercial opportunity. It should guide development decisions, not only the final marketing copy.

Target customer

Routine moment

Price tier

Point of difference

Build a useful positioning brief

Make the commercial direction specific enough to guide formula and packaging choices.

Describe the customer by need, routine and expectation

Describe the target customer by need, routine and purchase expectation.
Set the product role, price direction and commercial reason to choose it.
Use the positioning brief to guide formula, packaging and launch decisions.

Choose the role the product plays in the full line

Describe the target customer by need, routine and purchase expectation.
Set the product role, price direction and commercial reason to choose it.
Use the positioning brief to guide formula, packaging and launch decisions.

Set a price and margin direction before finalizing the formula

Describe the target customer by need, routine and purchase expectation.
Set the product role, price direction and commercial reason to choose it.
Use the positioning brief to guide formula, packaging and launch decisions.

Define the one reason a customer should choose this product

Describe the target customer by need, routine and purchase expectation.
Set the product role, price direction and commercial reason to choose it.
Use the positioning brief to guide formula, packaging and launch decisions.

Keep product and story aligned

The strongest products make the same promise through formula, feel and presentation.

A lightweight daily product should feel easy to use repeatedly

Make the product promise visible in the formula feel, dispensing action and presentation.
Remove features that do not support the chosen customer or price position.
Review the story against the full product line to avoid overlap or confusion.

A concentrated treatment should make its usage and benefit clear

Make the product promise visible in the formula feel, dispensing action and presentation.
Remove features that do not support the chosen customer or price position.
Review the story against the full product line to avoid overlap or confusion.

A premium position needs consistency across texture, pack and detail

Make the product promise visible in the formula feel, dispensing action and presentation.
Remove features that do not support the chosen customer or price position.
Review the story against the full product line to avoid overlap or confusion.

A professional claim requires evidence that matches the level of language

Make the product promise visible in the formula feel, dispensing action and presentation.
Remove features that do not support the chosen customer or price position.
Review the story against the full product line to avoid overlap or confusion.

Make the next development conversation more useful

Positioning helps the team decide what to include, what to leave out and how the product should feel.

Questions to answer

Who is most likely to choose this product?
What role does it play in the wider line?
Which difference is meaningful enough to remember?

Useful outputs

Target customer profile
Routine and price position
Product story aligned with formula and pack

Before you move to the next stage

Use this short check to keep the product direction clear and ready for the next conversation with your team or manufacturing partner.

Write the target customer in one sentence
Define the product role in the line
Set a price-position direction
Check that formula, pack and claims tell the same story