How can a product manager make their product stand out in a crowded market?
Product Management
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When entering a crowded market, product managers may feel uneasy about how their product will perform. Here are a few key ways to ensure your product stands out from the competition.?
1. Know your customer: To give you product a solid chance at success, you must first identify your intended users. Who are they? What do they need and want? What are their pain points? Once you have a clear understanding of your target customer, you can tailor your product to them and emphasize the unique value of the solution you are providing.?
“The key is to find an underserved audience that nobody else is going farming and start sowing seeds. From there, you innovate your product/offering to serve that specific group of customers.”
— Joseph Lewin is a director at marketing company Proofpoint Marketing and the owner of The Business Identity Company. He holds over 10 years of experience in marketing.?
2. Understand the competition: Dedicate resources to investigating your competitors’ strengths and weaknesses and analyzing their strategies for presenting their product. Then, go back to your product and consider how you can position it in a way that makes it more unique and appealing.?
3. Focus on the details: Minor details can play a major role when it comes to making your product stand out. Every touchpoint with the customer should be considered, from the packaging to the product itself to the user experience. Not only will honing in on the details make your product different from others, it can also help make its features more cohesive.?
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4. Build a strong brand: Your product’s brand can include everything from its name to its logo. Team up with designers and marketing professionals to make your product more recognizable and memorable. When it comes to promotion, leaning into your brand and crafting a narrative that customers can identify with will not only draw more attention to your product, but also create buzz as it launches.?
“To stand out in a crowded market, packaging with personality is so important, especially for smaller brands that have modest budgets for promotion and advertising. Putting resources into unique packaging is your best investment to gain momentum as a brand and get people talking.”
— Nancy Frame has been a designer for over 35 years. She holds experience in brand strategy and package design for companies like Whole Foods Market.?
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How this article was made: This article is a beta test. It was created by having an AI generate an initial answer to a question. The response was then fact checked, corrected, and amended by editor Felicia Hou . Any errors or additions? Please let us know in the comments.