A presentation about Differentiation and Positioning and how important are these concepts in Business.

1. Differentiate or Die!
Differentiation and Positioning

2. Who am I
- originally from Florence, Tuscany (Italy)
- living for 30 years in Finland
- degree in Electronic Engineering (EVTEK)
- degree in International Business and Marketing Management (FINTRA)
- over 10 years in designing and developing hardware+software
- over 20 years of international business experience
- for the last 3 years a business angel and angel investor
- strategic and visionary thinker
- believer in true Leadership
- customer and results oriented
- human being
more about me on www.linkedin.com/in/gianlucacioletti
www.facebook.com/gianlucacioletti
www.twitter.com/lucacioletti

3. Know your enemy and know yourself and you can
fight a hundred battles without disaster –
Sun Tzu, The Art of The War (544 - 496 BC)
It is not the strongest of the species that survive,
nor the most intelligent, but rather
the one most adaptable to change -
Charles Darwin (1809 – 1882)
Some wisdom…..

4. If we are to achieve results never before
accomplished, we must employ methods
never before attempted –
Sir Francis Bacon (1561 - 1626)
Digital Darwinism is the evolution of consumer
behaviour when society and technology evolve
faster than your ability to adapt –
Brian Solis (1970 – )
Some more wisdom…..

5. Jack Trout - Differentiate Or Die
Michael E. Porter - Competitive Strategy
Philip Kotler, Kevin Keller – Marketing Management
Robert M. Grant - Contemporary Strategy Analysis
Jack Trout, Steve Rivkin - The New Positioning
Some books…..

6. Differentiation and Positioning
Kotler defines Differentiation as the process of
adding meaningful and valued differences to
distinguish the company’s offering from the
competition.
Positioning is the act of designing the company’s
offering and image to occupy a distinctive place in
the mind of the target market.

7. Why and from what we have to
differentiate ourselves
….. what about the customers?

8. Differentiate the products / services in some way in order to compete
successfully.
A differentiation strategy is appropriate where the target customer segment is not
price-sensitive, the market is competitive or saturated, customers have very
specific needs which are possibly under-served, and the firm has unique
resources and capabilities which enable it to satisfy these needs in ways that are
difficult to copy.
Successful differentiation is displayed when a company accomplishes either a
premium price for the product or service, increased revenue per unit, or the
consumers' loyalty to purchase the company's product or service (brand loyalty).
Differentiation drives profitability when the added price of the product outweighs
the added expense to acquire the product or service but is ineffective when its
uniqueness is easily replicated by its competitors. Successful brand
management also results in perceived uniqueness even when the physical
product is the same as competitors.
Differentiation Strategies

9. Trout and Rivkin proposed specific differentiation strategies
common to offline and online businesses:
- Being the first to enter the market.
- Owning a product attribute in the mind of the consumer.
- Demonstrating product leadership.
- Utilizing an impressive company history or heritage.
- Supporting and demonstrating the differentiating idea.
- Communicating the difference.
Differentiation Strategies

10. A company can differentiate along 5 dimensions:
 Product
 Differentiation may include: Product form, Features, Performance, Conformance, Durability, Reliability,
Reparability, Style, Design, Ordering ease, Delivery, Installation, Customer training, Customer consulting,
Maintenance
 Service
 Differentiation may include: Delivery, Availability, Flexibility, Versatility
 Personnel
 Differentiation is based on the company’s personnel as leadership, CEO, Flexibility
 Channel
 Differentiation is based on the used channel (usually delivery channel)
 Image
 Branding
Differentiation Dimensions

11. Bases and Strategies for Positioning
 Product or service attribute
 May include features such as size, color, ingredients, speed, etc.
 Technology positioning
 Positioning on the basis of technology shows that a company / product is on the cutting edge.
 Benefit positioning
 Benefit positioning is generally a stronger basis for positioning because it answers the consumer question:
What will this product / service do for me?
 User category
 User category positioning relies on customer segments.
 Competitor positioning
 Many companies position by benefits that provide advantages over their competitors.
 Integrator positioning
 Integrators provide everything a consumer needs in a particular product category, industry, or even in
general. Where consumers want convenience and one-stop shopping.

12. Repositioning Strategies
Repositioning is the process of creating a new or
modified brand, company, or product position.
A company may enhance or modify a position,
based on market feedback.

13. http://www.slideshare.net/dednie/differentiate-or-die-20495380
http://www.slideshare.net/bright9977/25-brand-lessons-from-jack-trout-7266739
http://www.slideshare.net/jaydip321/marketing-management-13e-philip-kotler-ppt-ch-10
http://www.slideshare.net/amandinevermeulen/marketing-management-kotler-keller?qid=0d0a9216-1ea3-41e3-88d6-ed35e08617ec&v=qf1&b=&from_search=2
http://www.slideshare.net/engemar/kotler-mm14-ch02dppt?qid=0d0a9216-1ea3-41e3-88d6-ed35e08617ec&v=qf1&b=&from_search=11
http://www.slideshare.net/Annie05/differentiation-and-positioning-strategies-presentation
http://www.slideshare.net/Jack78/kotler-keller-02?qid=d3de113c-2244-4ae3-87a3-e56af2e8fd22&v=qf1&b=&from_search=3
http://www.slideshare.net/danielbatistagalvao/philip-kotler-marketing-insights-from-a-to-z-26874769?qid=0a39dd2b-faa3-445a-8c87-598e61c02acb&v=default&b=&from_search=5
http://www.quickmba.com/strategy/generic.shtml
http://nraomtr.blogspot.fi/2011/11/marketing-strategy-differentiating-and.html
http://en.wikipedia.org/wiki/Porter's_generic_strategies
http://smallbusiness.chron.com/examples-differentiation-strategies-11755.html
http://www.polarismr.com/Portals/58820/docs/PolarisMR_Brand_Positioning.pdf
http://www.emarketing.net.cn/upload/file/2009/01/22/181232619923738.pdf
http://2012books.lardbucket.org/books/modern-management-of-small-businesses/s11-04-differentiation-and-positionin.html
http://www.artofpositioning.com/wp-content/uploads/2013/04/Fine-Art-Of-Positioning.pdf
http://www.slideshare.net/panditvidur/product-differentiation-7303192
http://www.cabrillo.edu/~dambrosini/50Web/classsessions/session16positioning.htm
Some links……….

14. Thanks!
Gian-Luca Cioletti
Helping people and companies to grow!
luca@moblasted.com
+358 50 342 3554