What must a product or service do to ensure it delivers on its selected positioning?

A product or service must align with customer attitudes and preferences to ensure it effectively delivers on its selected positioning. This means that the product or service should resonate with the target audience's needs, desires, and values. When customers perceive a product as relevant and appealing, it enhances their overall experience and satisfaction, making it more likely they will choose it over competing options.

Understanding customer attitudes and preferences involves conducting market research and gathering insights into what consumers value most. Success in positioning is achieved when the unique selling points of the product are in harmony with what customers are looking for, fostering stronger emotional connections and brand loyalty.

In contrast, while outperforming competitors can be a goal, it is not the sole determinant of successful positioning; a product could resonate perfectly with customer preferences even if it does not outperform others in every aspect. Celebrity endorsements and various pricing strategies may support positioning efforts but are not inherently essential for ensuring that a product meets the needs and preferences of the target market. These tactics may enhance visibility or appeal but lack the foundational importance of aligning with customer sentiment.