This case illustrates the importance of proper brand positioning, which is the first step toward creating brand equity

What positioning is the best?◦ Can calculate the profitability of each position

Many companies need to take cannibalization into account, if they have multiple products in the line

◦ Need to think about key positioning elements POPs, PODs, Proof Points

Marketing Analysis (The 5 C’s)

Customers Company Competitors Collaborators Context

MarketSegmentation

TargetMarket

Selection

Product andService

Positioning

Product & Service Place/Channels Promotion

Pricing

CustomerAcquisition

CustomerRetention

Profits

CreatingValue

CapturingValue

SustainingValue

General Framework for Marketing Managers

Marketing Mix (The 4 P’s)

Gillette Fusion ProGlide http://www.gillette.com/en/us/Products/Razo

rs/proglide/fusion-proglide-power-razor.aspx

How do you new start ups/entrepreneurs compete against the bigger companies?◦ What POP do you offer?◦ What POD do you offer?

Dollar Shave Club http://www.dollarshaveclub.com/