X hits on this document

Powerpoint document

Segmentation, Targeting and Positioning - page 15 / 20

56 views

0 shares

0 downloads

0 comments

15 / 20

Positioning for Competitive Advantage

Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. Bata – durable, Tide – powerful, Toyota – economy, Cadillac/Mercedes – luxury, Dettol soap – health and hygiene.

Choosing a Positioning Strategy

The positioning task consists of three steps:  

Identifying possible competitive advantages: offer consumers greater value, either through lower prices or by providing more benefits that justify higher prices. Offer and deliver.

In what specific ways company can differentiate its offer?

Market offer can be differentiated along the lines of product, services, channels, people, or image.

Document info
Document views56
Page views56
Page last viewedSat Dec 10 21:02:15 UTC 2016
Pages20
Paragraphs190
Words1298

Comments