DB Forum 4 - Wilson, Lisa

The second approach is differentiation positioning

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The second approach is differentiation positioning (Kerin et al., 2011, p.202). This approach consists of pursuing a market with less competition to place its brand (Kerin et al., 2011, p.202). For example, unlike Caterpillar and Kubota, John Deere offered clothing merchandise in pink to attract female shoppers. John Deere was able to differentiate itself from its direct competitors by offering a product to attract new customers, while still catering to its existing customers. An advantage of product positioning is when the features of your product are held in a higher regard than your competitors’ products, then it increases the likelihood of consumers purchasing your product rather than your competitor’s product. Additionally, your customer will likely tell their friends and family about your product and it will resonate with them, as well.
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Segmenting the Market – Target Marketing – Product Positioning “Sometimes demand patterns must be modified for consumers to perceive a firm's product differentiation as worthwhile" (Geyer, 2013, DB4 Instructions). The preceding statement highlights the unavoidable fact, that over time, products will lose their luster and there will be a need to revamp how these products appear in the marketplace. The three ways “to manage the life cycle of a product is: to modify the actual product, modify the marketplace, and to reposition the product” (Kerin et at., 2011, p. 241). The changing life cycle of a product is imperative to understand in order to be proactive in managing the product. The process of product modification, market modification, and product repositioning is an evolving cycle.
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