• Step 1. Identifying Possible Competitive
Advantages: Competitive Differentiation.
• Step 2. Selecting the Right Competitive
Advantage: Unique Selling Proposition
• Step 3. Signalling the competitive
Steps to Choosing and Implementing
a Positioning Strategy
Positioning for Competitive
Positioning: Differentiation on
the basis of attributes that
customers find meaningful,
relevant, important, and
Conveys the value that
the brand provides and
sets the brand apart.
Sets the tone for the
Should be reevaluated
There are various positioning errors
Failing to present a strong central benefit or reason to buy the
Occurs when customers cannot readily identify the brand or the
brand´s features. The product must stand out in the mind of the
Example: solar lamp
Marketers makes the product too special, so the potential
customer group becomes too small.
It means that buyers believe that the product is meant for a very
select audience because it is premium priced.
Example: Aqua Sure
By claiming two are more benefits that contradict each other.
Too many benefits or claims, or when the brand attempts to
position in too many segments.
Claiming a benefit that customers will doubt that the brand can
Example: Fair and Handsome
eBay’s positioning: No
matter what “it” is, you can
find “it” on eBay!