Differentiation & Positioning How do we choose the right Positioning Strategy? Identifying Possible Value Differences and Competitive Advantages Competitive advantage : An advantage over competitors gained by offering greater customer value either by having lower prices or providing more benefits that justify higher prices. How do we know if the "difference" we claim is worth establishing? Important. The difference delivers a highly valued benefit to target buyers. Distinctive. Competitors do not offer the difference, or the company can offer it in a more distinctive way. Superior. The difference is superior to other ways that customers might obtain the same benefit. Communicable. The difference is communicable and visible to buyers. Preemptive. Competitors cannot easily copy the difference. Affordable. Buyers can afford to pay for the difference. Profitable. The company can introduce the difference profitably. Differentiation & Positioning Developing the Brand's Positioning Statement Positioning Statement A statement that summarizes company or brand positioning Feature Benefit Real Advantage These are the products physical These are what will consumer got These is the combination of F + B attributes - look, taste, feel that from consuming your product that turn out your customer's ighlight REASON TO BELIEVE Enjoyment on Drinking Because it is made of carbonated Great Tasting carbonated Thirst Quencher and Energizer to water to quench your thirst, unique drink citrus flavor that gives you better customer taste and vitamins for your body Positioning Statement Template For Male Young People and Young Adults ages For is the 18- 39 years old, Mountain Dew, is the (targets (brand) (category! that has great tasting flavor that is the like no other so it can provide enjoyment in (point of difference) drinking, quench your thirst and energize so they can your body because it is made of carbonated fend benehel water, unique citrus flavor and vitamins for because your body. freason to believeWriting a Positioning Statement Product: Del Monte Fit & Right Fit'n Right is the only low-calorie Juice Drink that helps block sugar from the food you eat and may help reduce fat. Step closer to a fitter you while enjoying the right amount of sweet S Fit Fit Fit Fity & sour taste in Del Monte Fit 'n Right Pineapple Juice Drink. With Right Right Right Right only 43 calories per serving, drinking to better health has never been this refreshing. Low-calorie, Low-sugar juice drink Contains L-Carnitine - an ingredient exclusive to Fit 'n Right - which helps burn fat Has Green Coffee Extract (GCE) which aids in less sugar absorption from the food you eat Fill up the table below: Feature Benefit Real Advantage (Product's physical attribute) (What will customer will experience (Summary of Feature and Benefit) upon the usage of the product) Based on your FBR above, write your Positioning statement below