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MKF1120 - Week 6 (Segmentation (Effective segments (Adequate size (Is the…
MKF1120 - Week 6
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Positioning
Process of positioning
- Determine the position that the brand and its competitors currently occupy in the minds of the customers
- Determine the ideal point
- Decide whether to continue or modify the current positioning strategy ( re-positioning)
- Develop a positioning strategy
Identifying competitive advantages ( advantage over competitors gained by offering consumers greater value)
Product differentiation (performance, style, design)
Service differentiation (delivery, installation, repair, training)
Personnel differentiation (employees' competence, skills, knowledge)
Image differentiation (company image, brand image)
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