1. Positioning for Competitive Advantage Copyright © Texas Education Agency, 2011. All rights reserved.

2. Copyright and Terms of Service Copyright © Texas Education Agency. The materials found on this website are copyrighted © and trademarked ™ as the property of the Texas Education Agency and may not be reproduced without the express written permission of the Texas Education Agency, except under the following conditions: 1)Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the Materials and Related Materials for the districts’ and schools’ educational use without obtaining permission from the Texas Education Agency; 2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual personal use only without obtaining written permission of the Texas Education Agency; 3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any way; 4) No monetary charge can be made for the reproduced materials or any document containing them; however, a reasonable charge to cover only the cost of reproduction and distribution may be charged. Private entities or persons located in Texas that are not Texas public school districts or Texas charter schools or any entity, whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from the Texas Education Agency and will be required to enter into a license agreement that may involve the payment of a licensing fee or a royalty fee. Copyright © Texas Education Agency, 2011. All rights reserved.

3. Goals for this Lesson Explain the various bases for positioning a product to distinguish it from the competition. Describe the three common positioning strategies. UNT in partnership with TEA, Copyright © 2008. All rights reserved Copyright © Texas Education Agency, 2011. All rights reserved. 3

4. Bases for Positioning Attribute Price and quality Use or application Product user Product classification Competitor Copyright © Texas Education Agency, 2011. All rights reserved. 4

5. Market Position Example Laundry Product A Cleans quickly and easily Low price, good value Use as pre-wash on tough stains Consumer’s reliable friend Used by Olympic athletes Gets out dirt Product B can’t Laundry Product B Leaves fresh smell Higher price for higher quality Use for hand-washing delicates New generation’s discovery Used by professional laundries Gentler on clothing than Product A Copyright © Texas Education Agency, 2011. All rights reserved. 5

6. Selecting a Positioning Strategy Consumer perceptions Competition Business environment Copyright © Texas Education Agency, 2011. All rights reserved. 6

7. Assignments Students will complete Part Two of the “Marketing to Generations” project. Students will use Brand Recognition Assignment to complete a table of competing brands. Students will use the Brand History Poster Assignment to select a popular brand of product and design a poster that shows history about the product, advertisement and positioning against the competition. Copyright © Texas Education Agency, 2011. All rights reserved. 7