Segmentation and positioning principles - Principles of competitive positioning
3 important questions on Segmentation and positioning principles - Principles of competitive positioning
What are the levels on which positioning applies?
- companies
- products and services
- brands
- products and services
- brands
What are some criteria regarding differentation?
· Importance – a difference should create a highly valued benefit for significant numbers of customers.
· Distinctive and pre-emptive – the difference cannot be easily imitated or performed better by others.
· Superior – the difference should provide a superior way for customers to obtain the benefit in question.
· Communicable – the difference should be capable of being communicated to customers and understood by them.
· Affordable – the target customers can afford to pay for the difference.
· Profitable – the difference will command a price adequate to make it profitable for the company.
· Distinctive and pre-emptive – the difference cannot be easily imitated or performed better by others.
· Superior – the difference should provide a superior way for customers to obtain the benefit in question.
· Communicable – the difference should be capable of being communicated to customers and understood by them.
· Affordable – the target customers can afford to pay for the difference.
· Profitable – the difference will command a price adequate to make it profitable for the company.
What are positioning risks and errors?
· Under-positioning – when customers have only vague ideas about a company or its products, and do not perceive anything special about it, the product becomes an ‘also-ran’.
· Over-positioning – when customers have too narrow an understanding of the company, product or brand.
· Confused positioning – frequent changes and contradictory messages may simply confuse customers about a company’s positioning.
· Doubtful positioning – the claims made for the company, product, or brand may simply not be accepted, whether or not they are true.
· Over-positioning – when customers have too narrow an understanding of the company, product or brand.
· Confused positioning – frequent changes and contradictory messages may simply confuse customers about a company’s positioning.
· Doubtful positioning – the claims made for the company, product, or brand may simply not be accepted, whether or not they are true.
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