• Positioning and distinction are intricately linked.

In the minds of the target segment,

strategic positioning for a service or product is built on the differentiating traits or
attributes that make the product/service better than the competitors.

• Positioning and differentiation are deliberate measures taken by marketers instead of

waiting for customers, the broader public, or rivals to create a desired position in the
market for a product or service.

• Positioning and differentiation provide a roadmap for promoting products and

services to the consumers you want to reach.
 What is Positioning and Differentiation?
Positioning
• It is a marketing method that assesses how well an item
fits into a specific market, or "specialty," in relation to
other buyer possibilities.
• The term "positioning" refers to gaining a place in the
customer's mind.
• It is used to determine the distinctive identity a service or
product should have in the thoughts of a target market
segment.
• It might be complex and hard to discern, but can also be
obvious whenever it aligns with your consumer beliefs.
Differentiation
• It all comes down to positioning. Differentiation is
the process by which a company differentiates a
commodity or services from those of competitors in
ways that help the customer.
• It is a marketing approach used by businesses to
differentiate their products from those of their
competitors.
• It provides a set of traits and advantages that
differentiate and improve a product for a certain
audience.
• It is more likely the things that mesmerize a target
market.
 Why is it important to marketing a product or
service?
• Simply because effective positioning is always linked to a specific target
segment, it's important to remember that the same basic goods or services
can be positioned appropriately for various market segments.
• In addition businesses recognize that when it comes to purchase decisions,
different target segments value different attributes. Advertisers could more
effectively communicate the benefits of a brand or product to each target
group by using multiple positioning tactics for the same product.
 Three steps make up the differentiation and
positioning process:
• Identifying a set of differentiating competitive
advantages on which to build a position.
• Choosing the right competitive advantages
• Selecting an overall positioning strategy.
 Identifying a set of differentiating competitive advantages on which
to build a position.

• Consumers usually prefer or seek out items or services that offer the most value
and satisfaction. As a result, the key to capturing a large section of the market
and turning them into lengthy clients is to first fulfil their customers, desires,
needs, and buying habits better than its competitors, and to provide higher
value than the competitors.
• Also, positioning starts with differentiating the company's marketing offer such
that it delivers clients more worth over opponents' offers. It is important to
emphasize that solid positions cannot be built on hollow promises. Only a few
more advantages can be exploited to set you apart.
 Choosing the right competitive advantages

• When a corporation discovers a number of possible competitive advantages, it have

to choose which ones to base its positioning strategy upon.
• (a) How often unique advantages should be promoted—on which traits does the
company dominate the market, or what is its unique selling proposition? A few of
the main promises also include highest product, great service, cheapest pricing, best
deal, most contemporary technologies, easiest purchase finance, and etc.
• (b) Which benefits to promote—not all product differences are meaningful or
beneficial. As a result, the company needs think carefully about how it will
differentiate itself from opponents.
 Selecting an overall positioning strategy.

• It communicates the brand's entire spectrum of benefits (example,

reliability, security, attractiveness, warranty, replacement warranty, etc.).
Its price offering is centered on protection, build quality, dependability,
and style, for the sake of a premium cost that seems reasonable
considering the said balance between the benefits.
 Develop and evaluate positioning statements
based on define data.
• Following the process of determining the best positioning strategy,
marketers arrive at a positioning statement. The positioning statement
incorporates all you've learned up to that point about engaging your
intended audience using your product, service, or brand. In the form of a
document, it describes how you plan to add value to those target clients.
It's basically a short and powerful argument.