Main positioning categories
- By product attribute
- By user
- By product class
- Against competition
- By use or application
- By quality or value
- By using a combination of the above options
How to choose the best positioning approach?
- Market gaps – is there a viable gap?
- Substance and support – can we deliver a marketing mix to create that positioning?
- Market need – does the market want this solution/position?
- Competitive barrier – can competitors copy this position easily?
- Profitable – are sales high enough for our investment?
- Communication – is the position easy to communicate and understand?
Positioning examples
By product attribute positioning examples
- Snap, Crackle, Pop (Rice Krispies)
- Finger lickin’ good (KFC)
- A glass and a half in every half pound (Cadbury)
- Melts in your mouth, not in your hands (M&Ms)
- No battery is stronger longer (Duracell)
- Once you pop, you can’t stop (Pringles)
By user positioning examples
- The un-cola (7-up)
- Impossible is nothing (Adidas)
- Always (Coca-Cola)
- Choice of a new generation (Pepsi)
Against competition positioning examples
- Everything is easier on a Mac (Apple)
- Have it your way (Burger King)
- We try harder (Avis Rent-a-Car)
- Choice of a new generation (Pepsi)
- Eat fresh (Subway)
By product class positioning examples
- When only the best will do (Benson & Hedges)
- No battery is stronger longer (Duracell)
By use positioning examples
- When it absolutely, positively, has to be there overnight (Federal Express)
- Don’t leave home without it (American Express)
By quality or value positioning examples
- Save money. Live better. (Wal-Mart)
- The best or nothing (Mercedes-Benz)
