How can you create a positioning map?

1 Choose your criteria

The first step is to decide what criteria you will use to plot your positioning map. These are usually two dimensions that reflect the most important factors that influence your customers' buying decisions. For example, you could use price and quality, features and benefits, convenience and speed, or any other combination that suits your industry and target market. Try to choose criteria that are measurable, relevant, and distinct.

2 Identify your competitors

The next step is to identify who your main competitors are in your market. You can use various sources to research your competitors, such as online reviews, industry reports, social media, or your own customer feedback. You should aim to select at least four or five competitors that offer similar products or services to yours, and that appeal to the same or similar segments of customers.

3 Evaluate your competitors

The third step is to evaluate how your competitors perform on the criteria you chose in the first step. You can use a scale of 1 to 10, or low to high, to rate each competitor on each dimension. For example, if you chose price and quality as your criteria, you could rate each competitor on how expensive or cheap, and how high or low quality, their products or services are. You can use your own judgment, or rely on data and evidence from your research.

4 Plot your competitors

The fourth step is to plot your competitors on a grid, using the criteria as the axes. You can use a spreadsheet, a graphic software, or a free online tool to create your grid. You should label each axis with the criteria name and the scale, and mark each competitor with a symbol or a name. You should also plot yourself on the grid, using the same evaluation method as for your competitors.

5 Analyze your position

The fifth step is to analyze your position on the grid and how it affects your marketing strategy. You should seek out patterns, clusters, gaps, and outliers on the grid, and compare yourself to your competitors. Ask yourself questions such as: how do you differ from your competitors on each dimension? How do you compare to the average or the leader on each dimension? How do you fit into the segments or niches on the grid? How do you match or mismatch with your customers' preferences and expectations? And how do you communicate or demonstrate your position to your customers? Analyzing these elements can help you to create a successful marketing strategy.

6 Adjust your position

The final step is to adjust your position on the grid, if necessary, to achieve your marketing goals. You can do this by changing your product or service, your pricing, your promotion, or your distribution. You should aim to create a position that is clear, consistent, competitive, and compelling for your customers. You should also monitor your position over time, and update your map regularly, as your market and competitors may change.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?