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)