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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