Product positioning is a strategic process that determines where your product or service belongs in the market and why it is superior to alternatives. The idea is to distill who your consumer is, what they need, and how your product can benefit them in a unique way. The foundation of your marketing narrative is product positioning. Product positioning produces an internal document that influences external messaging, such as how you will explain product advantages to consumers. Positioning assists in anchoring your product marketing efforts in the true value you give beyond features and functioning.