You have been asked to give a brief lecture on "Positioning Errors to Avoid" for a local Chamber of Commerce luncheon. Provide a brief summary of your lecture. In your lecture be sure to give specific examples, other than those indicated in the textbook, of known service companies avoiding or falling prey to "positioning errors".
Positioning -> how well the product performs relatively to competitive offerings and to the needs of target audience. It refers to both the place a product or brand occupies in customers' minds relative to their needs and competing products or brands and to the marketer's decision making intended to create such a position -> differentiation
The positioning decision is a strategic one, with implications not only for how the firm's goods or services should be designed, but also for developing the other elements of the marketing strategy. Positioning errors of service companies include that of KFC that tried to position fried chicken as a healthy food. This was strongly criticized.
Mostly customers buy because they consider one product better than the other or just cheaper than the other.
Differentiation is why people buy.
Creating both physical and perceptual ...
Here is just a sample of what you'll find in this solution:
"Perceptual positioning -> placing the product or brand by creating associations for the customer like safety, durability, reliability and quality."