A positioning product property is a product characteristic that is considered "nice to have" by the customer rather than essential to fulfilling the product's core function. These properties differentiate a product in the marketplace and position it more favourably with customers relative to competing products that share the same obligatory product properties.
Unlike obligatory product properties, which are the minimum characteristics required for a product to fulfil its intended function and meet the functional unit in Life Cycle Assessment, positioning properties provide additional value or appeal without being strictly necessary for the product to perform its primary purpose. These properties influence consumer choice and willingness to pay, but removing them would not prevent the product from delivering its basic function.
In the context of LCA, the distinction between positioning and obligatory properties is particularly important when defining system boundaries and determining functional equivalence. When comparing products or systems, the functional unit must capture all obligatory properties to ensure a fair comparison. However, positioning properties present a modelling challenge because they affect market behaviour and consumer preferences without changing the fundamental service delivered.
Examples of positioning properties include aesthetic features such as colour or design elements, premium packaging, brand associations, enhanced durability beyond minimum requirements, or additional convenience features. For instance, in comparing different types of packaging, the obligatory properties might relate to protecting and containing the product, whilst positioning properties could include premium finishes, easy-open features, or resealability that exceeds basic functional requirements.
Understanding this distinction helps practitioners make informed decisions about which product characteristics to include when defining comparable systems and ensures that comparisons reflect genuine functional equivalence rather than arbitrary feature matching.
