Positioning

Question 1

Process of differentiating and positioning

Answer 1

Identify a set of differentiating competitive advantage upon which to build a position
Select an overall positioning strategy
Choose the right competitive advantage (product, service, channel, people, image, distinctive benefits)
How many differences to promote? Which ones? (distinctive, superior, affordable, preemptive and cannot be copied)
Full positioning and value proposition

Question 2

Allocating money

Answer 2

Which makes more?
Calculate savings
Use projections of increase in sales

Question 3

Differentiation:

Answer 3

Tangible/intangible differences on one to two key dimensions between focal product and main competitors

Question 4

Positioning:

Answer 4

Set of strategies to ensure differences occupy a distinct/important position

Question 5

Perceptual map leads to product positioning based on where it is in relation to others

Answer 5

Who am I? Target market, value proposition, product attribute

Why buy me? Needs/desires, benefits, competitive advantages

Question 6

Positioning strategies vs. traps

Answer 6

Strategies: 
Quality, class of users, own the category, position away from competition

Traps:
Focus on unimportant attributes, position on wrong attributes, position on someone else’s benefits

Question 7

Marketing research in two levels and descriptive/casual settings

Answer 7

Level one, exploratory: focus groups, 1-1 interviews
Level two, internal/external: secondary, database
Descriptive: observational (hidden cameras, biometrics), surveys (versatile, low entry cost, qt/ql analysis)
Casual: experiments