How do you separate out your competitive positioning for two different plans of your product, while keeping a unified view, if the plans serve different customer segments?
For example - Shopify Plus and Shopify (core)
6 Answers
Moloco Product Marketing Director • 6mo
I think about competitive positioning at two levels: the holistic product portfolio level and the plan or segment level.At the highest level, there should always be one o...
1222 Views
Etsy Senior Director, Seller Growth & Retention • 3mo
When plans serve different customer segments (for example, multiple tiers of a paid subscription) it can be effective to develop distinct but related positioning statemen...
467 Views
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Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 2y
Pricing and CI are two separate side of the same coin. Easiest way to win more business is to reduce your price. But that has consequences for revenue. Ultimately one pro...
1459 Views
Freshworks Vice President - Global Product Marketing | Formerly Klaviyo, Qualtrics, Microsoft, MckInsey • 3y
For Shopify/Shopify Plus type scenarios (also seen in Klaviyo/Klaviyo One, or Dropbox/Dropbox Enterprise), you end up creating two sub-brands. These names aren’t just dif...
489 Views
Giant Stride Marketing Group President • 3y
This sounds like a classic case of product family positioning, where you would define a common positioning for what makes Shopify unique across both products. And then ab...
430 Views
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 1y
The answer to this is all about segmentation and understanding what customers in that segment care about and what their unique pains are relative to other segments. Once ...
1090 Views
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