Positioning is important in the STP process for many reasons. For instance, positioning helps differentiate a product, brand, or company from competitors. It allows businesses to identify unique selling points and communicate them effectively to the target market. By positioning themselves differently, businesses can stand out in a crowded market and attract customers who are seeking specific benefits or attributes.

Additionally, positioning ensures that the product or brand aligns with the needs, preferences, and aspirations of the target market. It helps businesses understand their target audience and develop a value proposition that resonates with their customers. By positioning the offering as the ideal solution to the target market’s needs, businesses can increase their appeal and relevance.

Effective positioning creates a competitive advantage by establishing a unique position in the market. It allows businesses to highlight their strengths and advantages over competitors, making it harder for rivals to replicate or surpass their offerings. Positioning helps businesses capture and maintain a distinct market position that sets them apart from competitors.

Lastly, positioning guides the development of marketing messages and communication strategies. It helps businesses craft compelling and relevant messages that effectively convey the value and benefits of the offering to the target market. Consistent positioning across different marketing channels ensures a cohesive and impactful brand message.

This picture summarizes the value of positioning: 

Let’s consider the fictional company MonChlo, which specializes in organic skincare products. Here’s an example of how positioning can be applied:

Overall, positioning is essential in the STP process because it allows businesses to differentiate themselves, connect with their target audience, gain a competitive advantage, and communicate their unique value proposition effectively. It is a critical step in developing a successful marketing strategy and building a strong brand.