KPIs for Marketing

KPIs for Marketing: product positioning

Learn how to measure the success of your product positioning strategy with these essential KPIs for marketing.

In today's competitive market, it's crucial for businesses to have a strategy for product positioning that sets them apart from their competitors. Key Performance Indicators (KPIs) play a critical role in that strategy. In this article, we will explore the basics of KPIs in marketing, the importance of product positioning, and how to identify and set relevant KPIs for your product positioning goals.

Understanding Key Performance Indicators (KPIs) in Marketing

KPIs are measurable values that help businesses assess how well they are achieving their marketing goals. They provide objective benchmarks that allow businesses to track progress and identify areas that need improvement. In marketing, KPIs can be used to measure the success of different practices, including product positioning.

What are KPIs?

KPIs are quantifiable metrics that businesses use to measure success and progress. They provide a clear understanding of how a business is performing, and whether they are on track to achieve their goals. When it comes to product positioning, KPIs can be used to track different areas of performance like brand awareness and market share.

For example, if a company is trying to increase its brand awareness, it may use KPIs such as website traffic, social media engagement, and email open rates to measure the success of its marketing efforts. By tracking these KPIs over time, the company can see whether its brand awareness is increasing and adjust its marketing strategy accordingly.

Why are KPIs important in marketing?

KPIs provide businesses with the data they need to make informed decisions about their marketing strategy. They help businesses to understand which tactics are working and which ones need to be improved. Furthermore, KPIs can help businesses to identify new opportunities and set actionable goals. By measuring performance against a set of KPIs, businesses can continuously refine their marketing strategy and stay ahead of their competitors.

For example, if a company is launching a new product, it may use KPIs such as sales revenue, customer acquisition cost, and customer lifetime value to measure the success of its product launch. By tracking these KPIs, the company can see whether its product launch is meeting its goals and adjust its marketing strategy accordingly.

In addition, KPIs can help businesses to prioritize their marketing efforts. By focusing on the KPIs that are most important to their business goals, businesses can allocate their resources more effectively and achieve better results.


KPIs are essential tools for businesses that want to measure the success of their marketing efforts. By tracking KPIs over time, businesses can gain valuable insights into their performance and make informed decisions about their marketing strategy. Whether a business is focused on increasing brand awareness, launching a new product, or improving customer acquisition, KPIs can provide the data needed to achieve its goals.

Product Positioning Basics

Product positioning is a crucial aspect of marketing that can make or break a product's success in the market. It involves identifying and communicating unique features that set the product apart from others in its category. Effective product positioning can help businesses attract new customers, retain existing ones, and increase revenue.

What is product positioning?

Product positioning is the process of creating a distinct identity for a product in the eyes of the consumer. It involves answering questions like, "What makes my product unique?" and "How can I differentiate it from other products in the same category?" Product positioning is essential because it allows businesses to connect with consumers on an emotional level, making them feel like the product is essential to their needs.

For example, Apple's product positioning strategy for the iPhone focuses on its sleek design, user-friendly interface, and advanced technology, which sets it apart from other smartphones in the market.

The role of product positioning in marketing strategy

Product positioning is a fundamental part of any marketing strategy. By differentiating the product from its competitors, businesses can create a unique selling proposition (USP) that resonates with consumers. The USP helps to communicate the value of the product and creates a competitive advantage in the market. An effective product positioning strategy will enable businesses to achieve their goals and drive growth.

In addition to creating a USP, product positioning also helps businesses to identify their target market. By understanding the needs and preferences of their target audience, businesses can tailor their marketing efforts to effectively reach and engage with them.

For example, a company that sells high-end skincare products may position their products as premium and exclusive, targeting consumers who are willing to pay a premium price for quality skincare. On the other hand, a company that sells affordable skincare products may position their products as budget-friendly and accessible, targeting consumers who are looking for affordable skincare solutions.

Overall, product positioning is a critical component of any successful marketing strategy. By creating a unique identity for the product, businesses can effectively communicate its value to consumers and stand out in a crowded market.

Identifying Relevant KPIs for Product Positioning

When defining KPIs for product positioning, businesses should focus on metrics that directly relate to their marketing goals. The KPIs should be measurable and actionable, providing a clear indication of the product's performance in specific areas. In this section, we explore some of the KPIs that businesses can use to measure the effectiveness of their product positioning strategy.

Market share

Market share is the percentage of sales that a business has in a given market or category. Measuring market share can help businesses understand how well they are competing against their rivals. Increasing market share can demonstrate that the product is gaining traction with consumers, and succeeding in a competitive environment.

For example, if a business sells organic baby food, they can measure their market share against other organic baby food brands. By analyzing their market share, the business can determine if their product is gaining popularity among consumers, or if they need to adjust their marketing strategy to better compete with their rivals.

Brand awareness

Brand awareness is how well a business's brand is recognized by potential customers. Measuring brand awareness can help businesses understand how effective their marketing and advertising campaigns are in raising awareness of the product. Increased brand awareness indicates that the product is gaining mind share among consumers, which can lead to increased sales and revenue.

For example, a business that sells eco-friendly cleaning products can measure their brand awareness by conducting surveys or focus groups to determine how many people are aware of their brand. They can also use social media analytics to see how many people are engaging with their brand on various platforms. By tracking their brand awareness, the business can adjust their marketing strategy to increase visibility and attract more customers.

Customer satisfaction

Customer satisfaction is a metric that measures how happy customers are with a product. Measuring customer satisfaction can provide insights into the product's functionality and usability. High customer satisfaction scores indicate that the product is meeting or exceeding customer expectations, leading to repeat purchases and customer loyalty.

For example, a business that sells fitness equipment can measure customer satisfaction by sending out surveys to customers who have purchased their products. The surveys can ask questions about the quality of the equipment, the ease of use, and the overall satisfaction with the product. By analyzing the survey results, the business can make improvements to the product to better meet customer needs and increase customer loyalty.

Conversion rate

Conversion rate is the percentage of website visitors who take a specific action, such as making a purchase or filling out a form. Measuring conversion rate can help businesses understand how effective their website is at converting visitors into customers. A high conversion rate indicates that the product is meeting the needs and desires of the target audience.

For example, an e-commerce business that sells beauty products can measure their conversion rate by tracking the number of website visitors who make a purchase. They can also analyze the customer journey on their website to determine if there are any barriers to conversion, such as a complicated checkout process. By optimizing their website for conversion, the business can increase sales and revenue.

Sales revenue

Sales revenue is the total amount of revenue generated by the product. Measuring sales revenue can provide businesses with an overall understanding of the product's performance in the market. Increasing sales revenue indicates that the product is in high demand, and consumers are willing to pay for it.

For example, a business that sells pet food can measure their sales revenue by analyzing their financial statements. They can also track sales data over time to determine if there are any seasonal trends or fluctuations in demand. By understanding their sales revenue, the business can make informed decisions about pricing, promotions, and product development.

Setting SMART Goals for Product Positioning KPIs

Product positioning is a crucial aspect of any business's marketing strategy. It involves creating a unique image and value proposition for a product in the minds of the target audience. However, measuring the success of product positioning can be challenging. That's where Key Performance Indicators (KPIs) come in. KPIs are measurable values that indicate how well a business is achieving its objectives. In this article, we will discuss how businesses can set SMART goals for their product positioning KPIs.

Why SMART Goals Matter

SMART goals are an effective way to ensure that businesses set achievable and measurable objectives. They provide a framework for setting goals that are Specific, Measurable, Achievable, Relevant, and Time-bound. This framework helps businesses create goals that are actionable and attainable, leading to increased motivation and better results.


The first step in setting SMART goals is to make them specific. Instead of setting a vague goal like "increase sales revenue," businesses should specify the revenue amount they want to generate. For example, "increase sales revenue by 20%." This specificity provides clarity and direction, making it easier to develop a plan to achieve the goal.

Additionally, businesses should consider the target audience and their needs when setting specific goals. For instance, if the product targets a specific demographic, the goal should be specific to that group's needs and preferences.


Goals need to be measurable to track progress and make adjustments along the way. To make a goal measurable, businesses need to assign a specific metric to the goal. For example, increasing website traffic by 30% or improving customer satisfaction ratings by 10%. Measuring progress helps businesses understand what is working and what needs to be adjusted to achieve the goal.


Goals need to be attainable to maintain motivation and momentum. Setting an unrealistic goal can lead to disappointment and discourage further effort. To make a goal achievable, businesses need to consider their resources and the market environment. For instance, if the market is highly competitive, setting a goal to capture 50% of the market share in a year may not be realistic. Businesses should set goals that challenge them but are still achievable.


Goals need to be relevant to the business's overall objectives. For example, achieving a high conversion rate may not be relevant if the business's primary goal is to increase brand awareness. Relevant goals align with the business's values, mission, and marketing strategy. Businesses should also consider the current market trends and the needs of their target audience when setting relevant goals.


Goals need to be time-bound to create a sense of urgency and accountability. Setting a deadline for achieving the goal provides a clear timeline for measuring progress and making adjustments. For example, setting a goal to increase social media engagement by 20% in the next three months provides a clear timeline for achieving the objective. Businesses should also consider the seasonality of their products and adjust their timelines accordingly.


Setting SMART goals for product positioning KPIs is crucial for businesses to achieve their marketing objectives. By making goals Specific, Measurable, Achievable, Relevant, and Time-bound, businesses can create actionable and attainable objectives that lead to increased motivation and better results.


In conclusion, KPIs play a crucial role in product positioning strategy. Businesses can use measurable and actionable KPIs to track progress, identify areas of improvement, and achieve their marketing objectives. By using the SMART framework, businesses can set goals that are specific, measurable, achievable, relevant, and time-bound. With the right KPIs and goals in place, businesses can create a compelling product positioning strategy that resonates with consumers and leads to growth and success.