This step is also known as signalizing the competitive advantages. This is the third and the last important phase of product positioning process. Communicating the Company’s (Competitive Advantages) Positioning : After suitable analysis of overall situation, the right type of competitive advantages should be selected. In case of two wheelers, fuel efficiency, price, style, services, performance, safety, etc., are more important advantages. For example, for middle class buyers, quality, durability, and price are more important. In fact, the decision of selecting of competitive advantages depends on type of product, types of competitors’ products, and type of customers. Only those advantages making difference from competitors’ offerings must be given place. Only valued, impressive, distinctive, and novel advantages should be selected. The second important question relates to selection of promising competitive advantages. In short, the list should be reasonable to convince the customers the superiority of the product. Depending upon what the market expects from the product, number of competitive advantages should be selected. Advantages a company wants to promote should be just adequate (not too more or too less) and clear (free from confusions or doubts). Since all the competitive advantages are not equally important, a company has to select a few distinct advantages. It is very crucial decision in product positioning. This question relates to the number of competitive advantages.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |