CHP: 8&10-3 Positioning Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
CHP: 8&10-4 Choosing a Positioning Strategy Step 1. Identifying Possible Competitive Advantages Step 2. Selecting the Right Competitive Advantage Step 3. Communicating and Delivering the Chosen Position
CHP: 8&10-5 Defining Associations Points-of-difference (PODs) Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand Points-of-parity (POPs) Associations that are not necessarily unique to the brand but may be shared with other brands
CHP: 8&10-7 Deliverability Criteria for PODs Feasibility Communicability Sustainability
CHP: 8&10-8 Examples of Negatively Correlated Attributes and Benefits Low-price vs. High quality Taste vs. Low calories Nutritious vs. Good tasting Efficacious vs. Mild Powerful vs. Safe Strong vs. Refined Ubiquitous vs. Exclusive Varied vs. Simple
CHP: 8&10-9 Positioning: How many ideas to promote? Unique selling proposition –Four major positioning errors 1.Underpositioning 2.Overpositioning 3.Confused positioning 4.Doubtful positioning Developing and Communicating a Positioning Strategy