The document summarizes four types of positioning errors that companies can make: 1. Under positioning - Lowenbrau beer is an example, with no clear differentiation and an expensive price point even for social drinking. 2. Over positioning - Vitamin Water is positioned only for athletes rather than a regular drink, too narrowly focused. 3. Confused positioning - DHL Express confuses by first comparing itself to competitors then talking about efficiency, the messaging is inconsistent. 4. Implausible positioning - Thai Airways claims to be as smooth as silk but overpromises something that cannot realistically be delivered.

1. Group-4

2. Error:1 Under Positioning

3. Reason
• It is a a traditional Munich-style beer.
• Price- $3.25 per bottle (155.59 INR)
• Under positioning
 No differentiation
 Beer to have with friends still expensive.
 If Lowenbrau is deleted from the tag line still tag
line will work.

4. Error-2 Over Positioning

5. Reason
• Vitamin Water ,Energy brand owned
subsidiary of Coco-Cola, based in New York
city.
• Over positioning because:
– Only for athletes
– Not a Regular Drink
– If you are a senior looking to supplement your diet
with fruit-based dietary supplement capsules,
switch to another company.

6. Error-3 Confused Positioning

7. Reason
• DHL Express is a division of Deutsche
Post providing international express mail services.
• The Benefits are changing
– They talked first about how different they are
from their competitor’s
– Then about how efficient they are in terms of
being Simple and being on time.

8. Error-4 Implausible
Positioning

9. Reasons
• Thai Airways International Public Company
Limited is the national flag carrier and
largest airline of Thailand.
• Implausible Positioning Because
– How can an airways be as smooth as silk?
– Over -promise
– The consumer will not be able to believe, n will
feel that they can’t deliver.