Is it risky for marketers to position their products based on specific attributes?

Marketers often face risks when positioning their products based on specific attributes because this strategy can narrow the perceived market for the product. Focusing on distinct attributes may alienate potential customers who may not place as high value on those specific features. For example, if a brand emphasizes eco-friendliness as its primary selling point, it may overlook appealing to consumers who prioritize price or performance over sustainability, thereby limiting its audience.

Additionally, market fluctuations can impact consumer preferences; what is trendy or valued now may change in the future, making an attribute-based positioning strategy potentially less effective over time. Moreover, if competitors enter the market with similar attributes or better offerings, the original product could struggle, as customers may not see it as a unique choice.

In essence, while specific attribute-based positioning can effectively differentiate products and target particular segments, it carries risks related to market limitations, changing consumer preferences, and competitive actions that marketers need to carefully navigate.