Overview
How do companies stand out from the competition? One of the first things that companies need to do is articulate why they are better than the others. Is it quality? Creativity? The amazing customer service? It’s technology? Whatever it is, how do marketers ensure consumers remember what the company stands for? At the core, they are questions about positioning and differentiation: What position do you hold in customers’ minds?
About this course
- Define positioning and differentiation, and why they are important to marketing a product or service
- Explain the process of selecting a positioning and differentiation strategy
- Develop and evaluate positioning statements based on defined criteria
- Explain repositioning and the associated risks and complexities of repositioning a product or service
- Describe the process of implementing a positioning strategy
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