Differentiationĭifferentiation is what sets your product or service apart from the crowd. Ranked 14th in the top 50 fast-food restaurants in America by QSR Magazine, Chipotle has grabbed a significant market share over the years by focusing on quality instead of price. In some markets, such as luxury cosmetics or cars, quality can define who the competitors are.įor instance, Chipotle vs. Quality can help rebuff most pricing wars. You may be interested in: How to Price to Protect your Margins and Make your Customers Happy Quality ![]() The cheapest refill razor cartridge of Dollar Shave Club was 20 cents, compared to $2 to $6 a cartridge for Gillette. The Washington Post reported on Gillette’s decreasing market share due to Dollar Shave Club’s low prices. Lower-priced alternatives to some high-quality brands like Gillette have changed the landscape of razors and refill blades. Companies with the lowest-priced products at a reasonable level of quality usually wins in many product areas.įor example, Gillette vs. Pricing is an essential factor that impacts the decisions of most customers. The study also noted that the level of familiarity with a brand is a contributing factor to perceptions of the pursued positioning in marketing strategies.īelow are some common types of positioning in marketing. Other considerations, such as company structures (i.e., geographical coverage), degree of integration, and breadth of offerings (i.e., location in the distribution chain), also play a vital part. Researchers in the Journal of Business & Industrial Marketing discovered that positioning in marketing is predominantly determined by hard criteria (e.g., quality of product/ service) and relationship-building factors (e.g., personal contact). Therefore, it’s essential to create content on your website that provides value for your audience to build trust and brand awareness. With positioning comes a need to live and breathe that expertise - from generating content to conducting research and branding your company to appeal to your defined target buyer. ![]() Positioning in marketing is about more than simply adding a category or specialty page on your website.
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