Study Notes for Positioning Examples

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)