As a practical matter, all sellers’ offerings are differentiated from those of their competition. Differentiation may be based upon certain characteristics of the product itself. It may also exist concerning the conditions surrounding its sale. A company’s product may also be differentiated by the images of its personnel and the type of distribution channel it…
Product differentiation is the path chosen by most brand leaders in any industry. Cellulose tape became known as ‘Sellotape,’ and the vacuum cleaners are referred to as ‘Hoovers’ is a great credit to the originators. They become natural first choice brands against which all competitors are judged. Maturing markets mean increased competition for market share…
Marketing positioning is the process of developing a marketing mix that puts the product in a unique position to the targeted segments for attracting potential buyers. Marketing positioning involves arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers, which is accomplished through…