Positioning Method | A Way to Generate Differentiation Ideas from Competitors
“I can’t differentiate from competitors…”
“I want to find a new market position…”
In such situations, a powerful marketing-based idea generation method called the “Positioning Method” is useful.
The Positioning Method is an idea generation technique that divides the market using evaluation criteria and determines where your product or service should compete (its position).
By finding markets with little competition, it becomes easier to develop blue ocean strategies.
What is the Positioning Method?
The Positioning Method is a technique for:
“Segmenting a market and deciding your position within it”
It analyzes domains by setting multiple evaluation criteria and combining them.
Then it identifies:
- Markets with low competition
- Markets where differentiation is easy
- Markets suitable for new entry
How to Use the Positioning Method
- Define the theme
- Set four evaluation criteria
- Divide the market into four domains
- Organize competitor positions
- Find areas for differentiation
- Generate new ideas
The key point is:
“Use clear and universally understandable evaluation criteria”
Ambiguous criteria make analysis difficult.
Here is an example using a free template.
What Are Evaluation Criteria?
Evaluation criteria are axes used to compare products or services.
For example:
- High price / Low price
- High functionality / Simple
- Luxury / Casual
- Beginner-friendly / Advanced
- Health-oriented / Entertainment-oriented
By combining these criteria, you can find empty market spaces (blue oceans).
Example: Energy Drink Market
Let’s use “energy drinks” as the theme.
Set the following evaluation criteria:
- High-performance ingredients
- Fashionability
- For energy maintenance
- For recovery from illness
| Domain | Characteristics | Idea Example |
|---|---|---|
| Domain 1 | High performance × Recovery | Medical-style energy drink |
| Domain 2 | High performance × Energy maintenance | Sports energy drink |
| Domain 3 | Fashionable × Energy maintenance | Stylish energy drink |
| Domain 4 | Fashionable × Recovery | Beauty recovery drink |
For example:
“Sports-focused energy drink”
may have little competition and could open a new market.
Finding Blue Oceans
The Positioning Method focuses on:
“Markets where competitors do not exist”
If a domain has few competitors, it may be a blue ocean market.
Avoiding red ocean markets makes it easier to build a unique brand.
Be Aware of Barriers to Entry
When entering a new market, you must also consider:
“Barriers to movement (entry barriers)”
For example:
- Lack of brand power
- Lack of technology
- Lack of capital
- Lack of customer awareness
These may prevent successful entry into a new market.
Therefore:
“Can we actually enter this market?”
is an important question.
Features of the Positioning Method
- Strong for competitive analysis
- Helps develop differentiation strategies
- Easier to find blue oceans
- Builds marketing thinking skills
- Useful for new business development
- Applicable to product planning
Benefits of the Positioning Method
- Find market gaps
- Easier differentiation from competitors
- Useful for brand strategy
- Clarifies target segments
- Helps evaluate entry risks
- Organizes marketing strategy
Recommended For
- People planning new businesses
- Product planners
- Those analyzing competitors
- Marketing professionals
- People seeking differentiation strategies
- Those searching for blue ocean markets
Differentiation Creates New Markets
The key idea of the Positioning Method is:
“Which market should we compete in?”
By avoiding highly competitive markets and instead finding spaces where you can be unique, you can discover new business opportunities.
Analyze the market and find your own position.
Free Template Available
A free PDF template is available to help you apply the Positioning Method immediately.
Use it for marketing, product planning, new business development, and competitive analysis.
Positioning Method Template Download