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Positioning: The 'mental space' to build a brand
By  : Deepthi Sankar

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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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