Product marketing is the function within a technology company that focuses on the strategies and tactics that are associated with marketing products including: market segmentation, product strategy and positioning, sales enablement, driving awareness, assisting buyer informational needs, competitive positioning, deal assistance and post-launch interaction with customers.
Key slogan for Product Marketing -
" Product, Segment, Price, Value and Competition "
Overall, Many marketing activities are covered while building a proper customer value proposition. The complete organization, its heritage, people involved, products which the organization makes, the value proposition of these products, their price as well as their features, all help in making the right customer value proposition and hence the decision for the customer.
Product positioning is the way a product or service is seen by consumers and how they view its important attributes in relation to competitor's products. For instance a car can be positioned on the basis of style, performance, safety or economy whilst a computer might be positioned on the basis of speed, capacity and reliability Choosing and implementing your product positioning strategy is an important task. You need to determine your product's competitive advantages (ie: what sets it apart from its competitors) and then based on this information, decide how to position your offering in the market. Quality, features, design, branding, packaging, labeling and service all affect the way your product is positioned.