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Segmentation, Targeting and Positioning - page 17 / 20

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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

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

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