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:

• Daniel Levis is a top marketing consultant & direct response copywriter based in Toronto Canada. Recently, Daniel & world-renowned publicist & copywriter Joe Vitale teamed up to co author Million Dollar Online Advertising Strategies From The Greatest Letter Writer Of The 20th Century! a tribute to the late, great Robert Collier.
• http://en.wikipedia.org/wiki/Positioning_(marketing)
• http://www.determan.net/Michele/mposition.htm

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