The document outlines a three step process for choosing a positioning strategy: 1) Identify possible competitive advantages such as product differentiation, service differentiation, image differentiation, or channel differentiation. 2) Choose the right competitive advantages to focus on. 3) Select an overall positioning strategy that leverages the chosen competitive advantages. Some examples of competitive advantages include consistency, durability, speedy service, brand image, and high-quality distribution channels.

1. Choosing a Positioning Strategy
1. Identifying a set of differentiating
competitive advantages
2. Choosing the right competitive
advantages
3. Selecting an overall positioning
strategy
The positioning task involves three steps:

3. Identifying Possible Competitive
Advantages
• Product differentiation: Consistency, durability, reliability, or
reparability (e.g. products like steel , rice, automobiles ,
clothes, furniture).
• Services differentiation: Speedy, responsiveness,
convenient, or careful delivery (maintenance , installation ,
repair services)
• Image differentiation: Company or brand image(conveying
products distinctive benefits and positioning, e. g. Google
colorful logo provides strong company/brand recognition)
• Channel differentiation: Coverage, expertise,
performance(high quality direct channels e.g. Amazon, e-

5. Choosing the Right Competitive Advantages

6. Selecting an Overall Positioning Strategy
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