Positioning for Competitive Advantage

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Goals for this Lesson

• Explain the various bases for positioning a product to distinguish it from the competition.

• Describe the three common positioning strategies.

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UNT in partnership with TEA, Copyright © 2008. All rights reserved  Copyright © Texas Education Agency, 2011. All rights reserved. 3

Bases for Positioning

• Attribute• Price and quality• Use or application• Product user• Product classification• Competitor

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Market Position Example

• Laundry Product A• Cleans quickly and easily• Low price, good value• Use as pre-wash on

tough stains• Consumer’s reliable

friend• Used by Olympic athletes• Gets out dirt Product B

can’t

• Laundry Product B• Leaves fresh smell• Higher price for higher

quality• Use for hand-washing

delicates• New generation’s

discovery• Used by professional

laundries• Gentler on clothing than

Product A

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Selecting a Positioning Strategy

• Consumer perceptions

• Competition

• Business environment

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Assignments

• Students will complete Part Two of the “Marketing to Generations” project.

• Students will use Brand Recognition Assignment to complete a table of competing brands.

• Students will use the Brand History Poster Assignment to select a popular brand of product and design a poster that shows history about the product, advertisement and positioning against the competition.

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