Cost leadership (CL)

Differentiation in Business
Strategy Differentiation (D)

Focus (F)

Step 1 - ID relevant set of Differentiation

competitive products Differentiation among goods and
Features Positioning = refers to the place services
a product or brand occupies in a
Benefits customers mind. also the
marketers decision making to
create such a position (Ries &
Parentage Trout)

Manufacturing process

Step2 - ID determinant attributes

Ingrediants
Differentiation on set of physical
Module 10 characteristics
Physical Positioning
Comparison Positioning
Perception of value add benefits
Proenvironmental Perceptual Positioning

Steps in the positioning process

Price / Quality
See Comparison page 116
Step3 - Collect Data about
customer perceptions
Physically based attributes
Positioning Grid / Perceptual map
e.g roominess of a car
Complex physically based
- = doesn't tell marketers which attributes (SUBJECTIVE)
positions are mosr appealing Step4 -Analyse the current Levels marketers use to establish e.g sexiness of perfume, quality
positions of products positioning of wine
Essentially Abstract attributes
(HIGHLY SUBJECTIVE)
Step 5 - Determine customers
most prefered combination of
attributes

Step 6 - Consider fit of possible

positions

Step 7 - Write positioning

statement