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.