Generic Positioning Strategies

1. Consolidation

- Underline present position

Volvo - Safety

Mercedes - Quality

2. Latent Position

- Heighten understated value,

Radion - Odours

City jet - Time

3. De-Position

- Claim competitors’ values,

Coca Cola -V- Pepsi

4. Membership

- Claim to be ‘in the club’,

National Irish Bank

A.C.C.

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