Marketing Strategy

  1. Positioning and Differentiation
    1. Positioning Fundamentals
      1. Positioning Definition
        1. Perceptual Positioning
          1. Competitive Positioning
            1. Positioning vs. Differentiation
            2. Value Proposition Development
              1. Customer Value Analysis
                1. Unique Selling Proposition
                  1. Value Delivery
                    1. Competitive Advantage
                    2. Positioning Strategies
                      1. Attribute-Based Positioning
                        1. Benefit-Based Positioning
                          1. Use/Application Positioning
                            1. User-Based Positioning
                              1. Competitor-Based Positioning
                                1. Product Category Positioning
                                  1. Quality/Price Positioning
                                  2. Positioning Statement Development
                                    1. Target Market Definition
                                      1. Frame of Reference
                                        1. Point of Difference
                                          1. Reason to Believe
                                          2. Perceptual Mapping
                                            1. Map Construction
                                              1. Attribute Selection
                                                1. Competitive Analysis
                                                  1. Gap Identification
                                                    1. Repositioning Opportunities
                                                    2. Differentiation Strategies
                                                      1. Product Differentiation
                                                        1. Features
                                                          1. Performance
                                                            1. Conformance
                                                              1. Durability
                                                                1. Reliability
                                                                  1. Repairability
                                                                    1. Style
                                                                      1. Design
                                                                      2. Service Differentiation
                                                                        1. Ordering Ease
                                                                          1. Delivery
                                                                            1. Installation
                                                                              1. Customer Training
                                                                                1. Customer Consulting
                                                                                  1. Maintenance and Repair
                                                                                  2. Personnel Differentiation
                                                                                    1. Competence
                                                                                      1. Courtesy
                                                                                        1. Credibility
                                                                                          1. Reliability
                                                                                            1. Responsiveness
                                                                                              1. Communication
                                                                                              2. Channel Differentiation
                                                                                                1. Coverage
                                                                                                  1. Expertise
                                                                                                    1. Performance
                                                                                                    2. Image Differentiation
                                                                                                      1. Symbols
                                                                                                        1. Media
                                                                                                          1. Atmosphere
                                                                                                            1. Events

                                                                                                        Previous

                                                                                                        5. Target Market Selection

                                                                                                        Go to top

                                                                                                        Next

                                                                                                        7. Marketing Mix Strategy Development