Choosing a Positioning

Strategy
STEP 1: Identifying a set of possible competitive
advantages upon which to build a position.
A. Product Differentiation
~ Company physical product include standard
and optional features
B. Services Differentiation
~ Speedy, reliable, or careful delivery
~ Installation service
~ Customer training service
C. Channel Differentiation
~Gains competitive advantage through the
way the company design its channel coverage,
expertise and performance
D. People Differentiation
~ Hiring and training better people than
competitors do.
Services
Product
Delivery,
Features,
Installation, Repair
Performance
Service, Customer
Styles and Design,
services
Attributes Channel
Differentiation
Image People
Symbol Hiring Training
Character
STEP 2: Choosing the right competitive
advantage
In doing, the organization must decide on the
following:
A. How many differences to promote?
 Adman Rosser Reeves
~Unique Selling Proposition(USP)
 Go for number one attribute
B. Others believe that more than one
positioning is fine. However avoid:
 Underpositioning
 Overpositioning
 Confused positioning

Profitability

Importance
Criteria for Destinctiveness
Determining
Which
Differences to
Affordability Superiority
Promote
Unique Selling
Proposition

Preemptiveness Communicability
STEP 3: The final step is selecting overall
positioning strategy
 Company must select an overall positioning
strategy
 Consumers typically choose product and
services that give them the greatest value
 The full positioning of a brand is called the
brand’s value proposition

Price

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Benefits

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