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Differentiation and
Positioning
Positioning
 A product position: is the way a product
is defined by consumers on important
attributes – the place the pro...
“how organizations want their
consumers to see their product”
Positioning
“safety”
“Performance”
“Luxury”
Positioning
”‫مصر‬ ‫فى‬ ‫ديليفرى‬ ‫اسرع‬“
Positioning
omy”
Positioning Maps
Choosing a Differentiation and
Positioning Strategy
1.Identifying possible competitive advantages.
2.Choosing the right co...
Identifying possible competitive
advantages
competitive advantage:
 An advantage over competitors gained by
offering grea...
Identifying possible competitive
advantages
 Product differentiation
 Service differentiation
Channel differentiation
...
Product differentiation
• product differentiation brands can be
differentiated on features, performance, or
style and desi...
Service differentiation
• services differentiation through speedy,
convenient, or careful delivery.
Channel differentiation
• channel differentiation gain competitive
advantage through the way they design
their channel’s c...
People differentiation
• people differentiation—hiring and training
better people than their competitors do.
Image differentiation
• image differentiation. A company or brand
image should convey the product’s
distinctive benefits a...
Choosing the right competitive
criteria))advantage
 Important
Distinctive
 Superior
 Communicable
 Preemptive
Afford...
Selecting an overall positioning
strategy
More for More
More Benefits More price
• Not only is the market offering high in
quality, it also gives prestige to the bu...
More for the Same
More Benefits The same price
The Same for Less
Benefits Price
Less for Much Less
Benefits Price
More for Less
Benefits Price
Positioning Statement
• A statement that summarizes company or
brand positioning—it takes this form: To
(target segment an...
Positioning Statement
“To busy, mobile professionals who need to
always be in the loop, BlackBerry is a wireless
connectiv...
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Differentiation and positioning

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Differentiation and positioning

  1. 1. Differentiation and Positioning
  2. 2. Positioning  A product position: is the way a product is defined by consumers on important attributes – the place the product occupies in consumers minds relative to competing products.
  3. 3. “how organizations want their consumers to see their product”
  4. 4. Positioning “safety” “Performance” “Luxury”
  5. 5. Positioning ”‫مصر‬ ‫فى‬ ‫ديليفرى‬ ‫اسرع‬“
  6. 6. Positioning omy”
  7. 7. Positioning Maps
  8. 8. Choosing a Differentiation and Positioning Strategy 1.Identifying possible competitive advantages. 2.Choosing the right competitive advantage. 3.Selecting an overall positioning strategy.
  9. 9. Identifying possible competitive advantages competitive advantage:  An advantage over competitors gained by offering greater customer value, either through lower prices or by providing more benefits that justify higher prices.
  10. 10. Identifying possible competitive advantages  Product differentiation  Service differentiation Channel differentiation People differentiation  Image differentiation
  11. 11. Product differentiation • product differentiation brands can be differentiated on features, performance, or style and design.
  12. 12. Service differentiation • services differentiation through speedy, convenient, or careful delivery.
  13. 13. Channel differentiation • channel differentiation gain competitive advantage through the way they design their channel’s coverage, expertise, and performance.
  14. 14. People differentiation • people differentiation—hiring and training better people than their competitors do.
  15. 15. Image differentiation • image differentiation. A company or brand image should convey the product’s distinctive benefits and positioning.
  16. 16. Choosing the right competitive criteria))advantage  Important Distinctive  Superior  Communicable  Preemptive Affordable Profitable
  17. 17. Selecting an overall positioning strategy
  18. 18. More for More More Benefits More price • Not only is the market offering high in quality, it also gives prestige to the buyer.
  19. 19. More for the Same More Benefits The same price
  20. 20. The Same for Less Benefits Price
  21. 21. Less for Much Less Benefits Price
  22. 22. More for Less Benefits Price
  23. 23. Positioning Statement • A statement that summarizes company or brand positioning—it takes this form: To (target segment and need) our (brand) is (concept) that (point-of-difference).
  24. 24. Positioning Statement “To busy, mobile professionals who need to always be in the loop, BlackBerry is a wireless connectivity solution that gives you an easier, more reliable way to stay connected to data, people, and resources while on the go.”

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