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Positioning Options
Introduction to Advertising & Public Relations
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Strategic Advertising
Positioning by product differences
One of the strongest positioning approaches. Based on features, or functionality
that your product has and competition dose not. The difference should be truthful,
and meaningful for the consumer. Example: Lux vs Dove
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Strategic Advertising
Positioning by product attributes and benefits
Identify attribute and/or benefit meaningful to consumer and build positioning
around it. Example: NesVita
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Strategic Advertising
Positioning by product users
Explicitly identifying a target market in an ad can be a productive way to position a
product. Example: I-phone, Blackberry.
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Strategic Advertising
Positioning by product usage
The way(s) a product can be used provide an effective way to position the product.
Examples: Shampoo sachet; Machine Wash detergents; Deep Heat
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Strategic Advertising
Positioning against a particular competitor
At times, the most effective way to enter into a potential consumers mind to take a
popular brand head-on. Examples: Bud vs. Heineken, Pepsi vs. Coke
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Strategic Advertising
Positioning against an entire product category
Advertisers sometime find themselves competing against an entire
product category. One of the most difficult and demanding options in
positioning. Examples: Milkpack; Everyday; Blueband; Gillette GII
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Strategic Advertising
Positioning by association
This approach involves associating your product with some other entity, event or
product. Rooh Afza, Dates and Jaam e Sheerin with Ramzan.
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Strategic Advertising
Positioning by problem
This is the simplistic problem-solution approach. Example: Head & Shoulder, Avast
Antivirus
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Strategic Advertising
Thank You