1. Differentiation and
Positioning

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. “how organizations want their
consumers to see their product”

4. Positioning
“safety”
“Performance”
“Luxury”

5. Positioning
”‫مصر‬ ‫فى‬ ‫ديليفرى‬ ‫اسرع‬“

6. Positioning
omy”

7. Positioning Maps

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. 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. Identifying possible competitive
advantages
 Product differentiation
 Service differentiation
Channel differentiation
People differentiation
 Image differentiation

11. Product differentiation
• product differentiation brands can be
differentiated on features, performance, or
style and design.

12. Service differentiation
• services differentiation through speedy,
convenient, or careful delivery.

13. Channel differentiation
• channel differentiation gain competitive
advantage through the way they design
their channel’s coverage, expertise, and
performance.

14. People differentiation
• people differentiation—hiring and training
better people than their competitors do.

15. Image differentiation
• image differentiation. A company or brand
image should convey the product’s
distinctive benefits and positioning.

16. Choosing the right competitive
criteria))advantage
 Important
Distinctive
 Superior
 Communicable
 Preemptive
Affordable
Profitable

17. Selecting an overall positioning
strategy

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. More for the Same
More Benefits The same price

20. The Same for Less
Benefits Price

21. Less for Much Less
Benefits Price

22. More for Less
Benefits Price

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. 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.”