What never to differentiate on
Differentiation and the positioning based on it are the new buzz words of marketing. Differentiate or die as they say. To arrive at this differentiation it is imperative that we realize that doing so is a process and not random brainstorming and choosing the positioning that’s unique. Well, the positioning may be unique but may not appeal to the consumer. As a starter, it is imperative that the following positioning strategies may be avoided: Differentiation on Quality : Using quality as differentiation is only easy on the marketers brain; the lack of imagination involved in differentiating on quality serves no other purpose. Consumers now take quality as a non negotiable. Everyone is supposed to give good quality products. And the higher the bar you raise for quality the more demanding the consumer will become without necessarily being loyal. Because quality can be easily replicated by competitors unless you have a once in a lifetime leap in product manufacturing Differentiation on ...