Differentiation and positioning

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 ” اسرع ديليفرى فى مصر“

6. Positioning “Economy”

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.”