Price Positioning: Where You Sit in the Market

Price is a signal

Where your price sits relative to competitors tells customers something before they read a word: budget, mid market, or premium. Your position is part of your brand, whether you chose it or not.

Know your real position

Assumptions about where you sit are often wrong. Seeing your prices next to competitors, across the products that matter, reveals your actual position, which may differ from the one you intended.

Choose it deliberately

A clear position is easier to defend than a muddled one. Deciding to be the value option, the premium option, or something specific in between lets everything else, from promotions to messaging, line up behind it.

Defend it with more than price

Once you know your position, protect it with the things that justify it: quality, service, speed, or brand. A position defended only by being cheapest is the most fragile one there is.