In order to effectively drive your products at retail, regardless of channel, you must have a clear product positioning strategy. This strategy must allow you to not only establish a “footprint” within your targeted distribution channel, but continually build upon your success.
With inventory turns being a barometer of success, it will be key for the brand to establish their competitive “POD” while presenting your product line, and activating this strategy when it hits the shelf at retail. This positioning takes form on many different levels, and each complements one another to structure a vertical brand. These components are; product performance attributes, pricing structure, branding, key selling points and merchandising strategy, each building upon one another.
If you believe your product has clear ,”authentic”, benefits that are superior to key competitors, this should always be your lead. Other components will round out the overall positioning, but having a superior product allows you to tell your story from concept through reality. This is why true “innovators”, not “imitators” will have a distinct advantage when it comes to positioning, and securing a leadership position. “Imitators” drive by looking the rear view mirror, while “Innovators” drive by looking forward and lead the pack. This is why “Imitators” crash and burn…
Always look to Position through superior Innovation..
Always stay ahead of the Imitators…
Always look to build a Vertical brand…
Enjoy the Ride..!
Bryan Smeltzer
web:www.bryansmeltzer.com
T:@bryansmeltzer
LI:linkedin.com/in/bryansmeltzer
“Product Innovation and Marketing Success Blog…”
The author
I have a passion for living balanced life and a strong faith...each equally important for thriving and excelling…I love crushing mountain bike trails, exploring and finding ways to grow beyond the “status quo”. I am a dedicated, innovation driven team leader with a passion for establishing a disruptive vision and executing a market dominating strategy… Our industry has always been about creating innovative, market driving solutions that enhance performance or provide for a better life beyond sport. It has also been about culture, fit and passion for the brand. When these foundational pillars are removed, the brand starts to crumble. Being part of an industry that bridges talent between product creation, marketing, sales, finance and operations is formula for success, because every function is about building a foundational performance brand. It’s galvanizing when elite athletes wear and endorse our creations, but the real strength is leading the teams that combine their creative forces and technical expertise to make the engine roar. I am always passionate for defining and leading the next industry revolution… Extensive executive level experience across globally recognized brands, each number one in their respective markets, along with having founded and successfully sold my own branded apparel company. Whether establishing new product lines, building global marketing strategies, leading design/development teams, I have a passion for building and growing brands. Some examples; • Built Zamst from start up to achieving nationwide North American distribution, and 845% revenue growth over a 3 1/2 year period. • With Gathering Storm, grew TaylorMade/adidas Golf Accessories from $11M to $48M over 3 years. • K-Swiss, global executive management of $38M in international licensee’s and domestic apparel/accessories division. • OAKLEY, built and successfully developed “Athletic Division” NCAA licensed team eyewear/apparel product lines achieving $1.4M in initial season.