3.02 A
POSITION PRODUCTS/SERVICES TO ACQUIRE
DESIRED BUSINESS IMAGE
WARM-UP / ESSENTIAL QUESTION:
• What does it mean for a company
to have a competitive
advantage?
COMPETITIVE ADVANTAGE &
POSITIONING
• Competitive Advantage – the set of
unique features of a company and its products
that are perceived by the target market as
significant and superior to the competition.
• Positioning – developing a specific
marketing mix to influence potential customers’
overall perception of a brand, product line or
organization in general
Product Attributes
Benefits
Usage
Users
Competition
Product Classes
POSITIONING STRATEGIES
3.02 B
The name should describe the
product’s benefits and uses.
The name should be easy to read,
pronounce, and remember.
The name should create
appealing images.
The name should be distinctive.
The name should be adaptable.
The name should be legally
available for use.
The name should be appropriate
for packaging and advertising.