X hits on this document

Powerpoint document

Segmentation, Targeting and Positioning - page 17 / 20

42 views

0 shares

0 downloads

0 comments

17 / 20

Positioning for Competitive Advantage

Choosing the right competitive advantages: How many differences to promote and which ones.

How many differences to promote: only one benefit (crest – anticavity protection), more than one benefit (Lever 2000 – three-in-one bar soap I.e. offering cleansing, moisturizing and deodorizing benefits).

Must avoid three major positioning errors. Underpositioning, overpositioning, confused positioning

-

Which differences to promote: important, distinctive, superior, communicable, preemptive, affordable, profitable (Pepsi – crystal Pepsi)

Document info
Document views42
Page views42
Page last viewedSat Dec 03 09:51:45 UTC 2016
Pages20
Paragraphs190
Words1298

Comments