differentiation and positioning
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Differentiation and Positioning
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Positioning
A product position: is the way a product is defined by consumers on important attributes – the place the product occupies in consumers minds relative to competing products.
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“how organizations want their consumers to see their product”
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Positioning
“safety”
“Performance”
“Luxury”
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Positioning
“اسرع ديليفرى فى مصر”
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Positioning
Economy”
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Positioning Maps
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Choosing a Differentiation and Positioning Strategy
1.Identifying possible competitive advantages.
2.Choosing the right competitive advantage.
3.Selecting an overall positioning strategy.
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Identifying possible competitive advantages
competitive advantage: An advantage over competitors gained by
offering greater customer value, either through
lower prices or by providing more benefits that
justify higher prices.
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Identifying possible competitive advantages
Product differentiation
Service differentiation
Channel differentiation
People differentiation
Image differentiation
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Product differentiation
• product differentiation brands can be differentiated on features, performance, or style and design.
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Service differentiation
• services differentiation through speedy, convenient, or careful delivery.
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Channel differentiation
• channel differentiation gain competitive advantage through the way they design their channel’s coverage, expertise, and performance.
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People differentiation
• people differentiation—hiring and training better people than their competitors do.
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Image differentiation
• image differentiation. A company or brand image should convey the product’s distinctive benefits and positioning.
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Choosing the right competitive criteria))advantage
Important
Distinctive
Superior
Communicable
Preemptive
Affordable
Profitable
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Selecting an overall positioning strategy
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More for More
More Benefits More price
• Not only is the market offering high in quality, it also gives prestige to the buyer.
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More for the Same
More Benefits The same price
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The Same for Less
Benefits Price
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Less for Much Less
Benefits Price
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More for Less
Benefits Price
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Positioning Statement
• A statement that summarizes company or brand positioning—it takes this form: To (target segment and need) our (brand) is (concept) that (point-of-difference).
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Positioning Statement
“To busy, mobile professionals who need to always be in the loop, BlackBerry is a wireless connectivity solution that gives you an easier, more reliable way to stay connected to data, people, and resources while on the go.”