How can you use product positioning to target customers with dietary restrictions?

1 What is product positioning?

Product positioning is the process of creating a unique image and value proposition for your product in the minds of your target customers. It helps you differentiate your product from your competitors and communicate its benefits and features clearly. Product positioning is based on your understanding of your customers' needs, wants, motivations, and pain points, as well as your market research and analysis.

3 How to identify your target customers with dietary restrictions?

The first step to position your product for customers with dietary restrictions is to identify who they are, what they want, and how they behave. You can use various methods to gather this information, such as surveys, interviews, focus groups, online reviews, or social media listening. You should aim to create customer personas that represent your ideal buyers with dietary restrictions, and include details such as their demographics, psychographics, goals, challenges, preferences, and purchase patterns.

4 How to segment your customers with dietary restrictions?

The next step is to segment your customers with dietary restrictions based on their similarities and differences. Segmentation allows you to group your customers into smaller and more manageable categories that share common characteristics and needs. You can use different criteria to segment your customers, such as their type of dietary restriction, their level of awareness and involvement, their lifestyle and values, or their purchase behavior and frequency. Segmentation helps you tailor your product positioning to each segment and target them more effectively.

5 How to craft your product positioning statement for customers with dietary restrictions?

Once you have identified and segmented your customers with dietary restrictions, you need to craft your product positioning statement for each segment. A product positioning statement is a concise and compelling statement that summarizes how your product meets the needs and wants of your target segment, how it differs from your competitors, and what benefits and value it offers. A product positioning statement should answer four questions: who is your target segment, what is your product category, what is your unique selling proposition, and what is your reason to believe.

6 How to implement your product positioning strategy for customers with dietary restrictions?

The final step is to implement your product positioning strategy for customers with dietary restrictions. This means translating your product positioning statement into tangible actions and elements that communicate your product's value and image to your target segment. You can use various tools and channels to implement your product positioning strategy, such as your product packaging, labeling, design, pricing, distribution, promotion, advertising, or social media. You should aim to create a consistent and memorable product positioning that resonates with your customers and builds trust and loyalty.

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?