Consumers are overloaded with information about products and services They

Consumers are overloaded with information about

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Consumers are overloaded with information about products and services. They cannot reevaluate products every time they make a buying decision. To simplify the buying process, consumers organize products, services, and companies into categories and “position” them in their minds.
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Choosing a Differentiation and Positionin g Strategy The differentiation and positioning task consists of three s teps: 1. Identifying a set of differentiating competitive advantages on which to build a position 2. Choosing the right competitive advantages 3. Selecting an overall positioning strategy The company must then effectively communicate and deliver the chosen position to the market.
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Developing a Position Statement The positioning statement is a statement that summarize company or brand positioning using this form: To (target segment and need) our (brand) is (concept) that (point of difference). Note that the positioning statement first states the product ’s membership in a category (digital content management application) and then shows its point of difference from o ther members of the category (easily capture moments an d ideas and remember them later).
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Communicating and Delivering the Chosen Position Once a company has built the desired position, it must tak e care to maintain the position through consistent perform ance and communication. It must closely monitor and adapt the position over time t o match changes in consumer needs and competitors’ stra tegies.
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  • Spring '11
  • Fareeha

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