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Segmentation, Targeting and Positioning - page 18 / 20

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Positioning for Competitive Advantage

Selecting an overall positioning strategy: value proposition – the full positioning of brand.

Five winning value propositions upon which companies can position their products:

More for more: upscale product at higher price (Mercedes-Benz automobiles; Haagen-Dazs ice cream)

More for the same: X’s teaching

The same for less: Best Buy, Circuit City

Less for much less: Costco, AUB, Travelers

More for less: winning value proposition. P&G laundry detergent, Dell.

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