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1. Define where your products are used ... and where they should be used:
- Professional/industrial markets
- Consumer market
- Specialty markets ... teenagers, sports enthusiasts, etc.
2. Define who uses your product ... and who influences the sale:
- Types of consumers
- Types of professionals
3. Identify market positions that will cause customers to react more positively to your product:
- Quality
- Effectiveness
- Speed
- Longevity
- Delivery systems
- Sizes/dosages
- Value
- Support services
- Etc.
4. Pinpoint the positions currently owned by your products (and your competitors' products):
- Who is the leader, overall?
- What secondary or tertiary positions are owned?
- Are old positions eroding?
- Are new ones being established?
5. Discover the answers to the toughest positioning problems:
- How can you avoid the "me too" product trap?
- How can you position your brand against generics?
- How can you uniquely balance the issues of cost versus quality, from a marketing standpoint.
- And other difficult positioning questions.
  
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