Crafting a positioning strategy

What?
Defining the market mix variables so that:
A clear distinctive and desirable understanding
of the function or representation of the product is
reached;
Complex set of perceptions impressions and
feelings for the product
Compared to the competitors
Helpscommunicate the value proposition
Consumers seek to simplify decision
making
The way the products are defined by
consumers
How?
Competitors’
Offering Value
Proposition

Customer
Needs Company’s Offering
And Wants
How? Unique
Selling
Proposition/
7 USP

Competitors’
Offering

5 6
4
Customer
Needs Company’s Offering
1
And Wants
3
2
Positioning Methods
Value Proposition
Attributes (e.g. fruit extracts in Sunsilk)
Symbols
Competition
Specific Competitor
Entire product range
Perceptual Maps
 Differentiation
Superiority
Non-imitable
Profitable
Communicable
and visible
Symbols
 Value Proposition
PRICE
SAME LESS
MORE

MORE MORE AT MORE MORE AT SAME MORE AT LESS

BENEFITS

SAME
X SAME FOR LESS

LESS LESS FOR MORE

X LESS FOR LESS