Brand Categories: for measuring performance, not attracting customers.

As marketers, we have been taught to classify competitors into product or service categories. Itís a prime basis for the process called positioning. You, then, faithfully compete within your brandís category.

Itís also been claimed that brands which are the pioneers in their respective categories are usually first in awareness, preference and market share.

So you donít want to launch a ďme tooĒ product in an existing category.

Thatís where innovation shines. If you can invent, combine, add, subtract, increase, decrease, and otherwise make your product different from the competition, you may have created a new category in which to participate. More likely itíll be a subcategory if the product essentially provides the same function as the products in an existing category, but with a bit ďextraĒ.

Name that category

Now category definition is certainly not an exact science. In a strict sense itís only target market participants who define categories even if they do not consciously do so. Consumers do not think in term of categories, they think in terms of function and affordability. But market researchers and product developers like to develop a structure of categories for purposes of reporting and analyzing performance, and subsequently develop both strategic and tactical product planning.

choosing a category in which to compete

Charting categories and sub-categories containing over 60 varieties plus multiple combinations: helpful in tracking success but customers don’t make choices based upon artificial classifications.

So defining categories is an artificial though helpful exercise.

Classification systems might help

The U.S. government, specifically the Department of Commerce, has a method of classifying business types – North American Industrial Classification System (NAICS). This system is very helpful, particularly when the U.S.Census reports its business census data by classification. But, again, consumers arenít even aware such a classification system exists. And a majority of businesses donít use that structure for the basis of their product classification process.

In some industries, a trade association might establish a system of product categories that assure some uniform reporting of statistics by category and subcategory. But where this isnít the case, each business, if they are even concerned about product classification, will likely establish their own hierarchy of categories.

Positioning in a new category

When youíve developed a new feature or use or market for you product, you may believe you can establish it as the first product in a new category, a category defined by your innovation. And your industry may, upon launch, agree with you.

But the real test is the market. Do customers believe itís a new product, not just a ďnew and improvedĒ claim for the same old product? Do retailers recognize this as a new category and display it appropriately? Will reporters and editors in the popular press proclaim it a breakthrough product? Do product sales increase at rates faster than occurred in the old category against established competition? Until then, youíre still participating the old category. Thatís the marketís verdict.

The moral: the market is the ultimate arbiter concerning with whom you compete and how you are perceived.

Martin Jelsema

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