Aligning the Frame of Reference, Points of Parity, and Points of Difference
It is not uncommon for a brand to identify more than one actual or potential competitive frame of reference if competition widens or the firm plans to expand into new categories. For example, Starbucks could define very distinct sets of competitors, suggesting different possible POPs and PODs as a result:20
Quick-serve restaurants and convenience shops (McDonald’s and Dunkin’ Donuts)—Intended PODs might be quality, image, experience, and variety; intended POPs might be convenience and value.
Home and office consumption (Folgers, NESCAFÉ instant, and Green Mountain Coffee K-Cups)—Intended PODs might be quality, image, experience, variety, and freshness; intended POPs ...
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