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.