Positioning Strategies
There are seven positioning strategies that can be
pursued:
Product Attributes: What are the specific products attributes?
Benefits: What are the benefits to the customers?
Usage Occasions: When / how can the product be used?
Users: Identify a class of users.
Against a Competitor: Positioned directly against a competitor.
Away from a Competitor: Positioned away from competitor.
Product Classes: Compared to different classes of products.
Positioning Differences
The differences that are promoted for a product must
be:
Important: The difference delivers a highly valued benefit to the
target buyers
Distinctive: Competitors do not offer the difference, or the company can
offer it in a more distinctive way
Superior: The difference is superior to other ways that the customer
might obtain the same benefit
Communicable: The difference can be explained and communicated to the
target buyers
Preemptive: Competitors cannot easily copy the difference
Affordable: Buyers can afford to pay the difference
Profitable: Company can introduce the difference profitably
References:
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