Beruflich Dokumente
Kultur Dokumente
What is Positioning?
Positioning… is the act of designing the company’s offering and image
to occupy a distinctive place in the mind of the target market.
Defining Associations
Points-of-difference (PODs) Points-of-parity (POPs)
Attributes or benefits consumers Associations that are not
strongly associate with a brand, necessarily unique to the brand but
positively evaluate, and believe may be shared with other brands
they could not find to the same
extent with a competitive brand.
Product Differentiation
• Product form • Style
• Features • Design
• Performance • Ordering ease
• Conformance • Delivery
• Durability • Installation
• Reliability • Customer training
• Reparability • Customer consulting
• Maintenance
Emerging Markets
• Latent
• Single-niche
• Multiple-niche
• Mass-market
Maturity Strategies
• Market fragmentation stage
• Market consolidation stage