Differentiation and Positioning
Positioning
A product position: is the way a product is defined by consumers on important attributes – the place the product occupies in consumers minds relative to competing products.
“how organizations want their consumers to see their product”
Positioning
“safety”
“Performance”
“Luxury”
Positioning
“اسرع ديليفرى فى مصر”
Positioning
Economy”
Positioning Maps
Choosing a Differentiation and Positioning Strategy
1.Identifying possible competitive advantages.
2.Choosing the right competitive advantage.
3.Selecting an overall positioning strategy.
Identifying possible competitive advantages
competitive advantage: An advantage over competitors gained by
offering greater customer value, either through
lower prices or by providing more benefits that
justify higher prices.
Identifying possible competitive advantages
Product differentiation
Service differentiation
Channel differentiation
People differentiation
Image differentiation
Product differentiation
• product differentiation brands can be differentiated on features, performance, or style and design.
Service differentiation
• services differentiation through speedy, convenient, or careful delivery.
Channel differentiation
• channel differentiation gain competitive advantage through the way they design their channel’s coverage, expertise, and performance.
People differentiation
• people differentiation—hiring and training better people than their competitors do.
Image differentiation
• image differentiation. A company or brand image should convey the product’s distinctive benefits and positioning.
Choosing the right competitive criteria))advantage
Important
Distinctive
Superior
Communicable
Preemptive
Affordable
Profitable
Selecting an overall positioning strategy
More for More
More Benefits More price
• Not only is the market offering high in quality, it also gives prestige to the buyer.
More for the Same
More Benefits The same price
The Same for Less
Benefits Price
Less for Much Less
Benefits Price
More for Less
Benefits Price
Positioning Statement
• A statement that summarizes company or brand positioning—it takes this form: To (target segment and need) our (brand) is (concept) that (point-of-difference).
Positioning Statement
“To busy, mobile professionals who need to always be in the loop, BlackBerry is a wireless connectivity solution that gives you an easier, more reliable way to stay connected to data, people, and resources while on the go.”