Pertemuan Ketigabelas
Differentiation and Positioning
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Differentiation
• Why do customers prefer one product over
another?
• A company can outperform its rivals only if
it can establish a difference that it can
preserve. It must deliver greater value to
customers or create comparable value at a
lower cost, or both.
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Positioning Process
• Steps in the positioning process:
– Identify relevant set of competitive products serving a
target market. At the company or business-unit lever,
such analyses are useful to determine how an entire
company is positioned relative to its competitors. At
the product category level, the analysis examines
customer’s perceptions about types of products they
might consider as substitutes to satisfy the same
basic need.
– Identify the set of determinant attributes that define
the product space in which positions of current
offerings are located. Positioning can be based on a
variety of attributes, some are:
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Identify Determinant
Attributes
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Features
Benefits
Parentage
Manufacturing process
Ingredients
Endorsements
Comparison
Product class
Price/quality
Country or geographic area
Proenvironment
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Positioning Process
– Collect information from a sample of customers and
potential customers about perceptions of each
product on the determinant attributes
– Determine product’s current location (positioning) in
product space and intensity thereof. A useful tool for
doing so is the positioning grid/perceptual map.
– Determine customer’s most preferred combination of
determinant attributes
– Examine the fit between preferences of market
segments and current position of product
– Write positioning statement or value proposition to
guide development and implementation of marketing
strategy.
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Positioning Statement
• A positioning statement is a succinct
statement that identifies the target market
for which the product is intended.
• A value positioning is similarly explicit
about what the product does for the
customer.
• Both positioning statements should reflect
a unique selling proposition that the
product embodies.
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Conclusions
• Clear and distinctive positioning that
differentiates a product from others with
which it competes is usally essential for
developing a winning marketing strategy
• The positioning process helps decision
makers choose a position that maximizes
their chance of establishing sustainable
competitive advantage
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