■Superior: The difference must be better than the alternatives available in the market.
■Affordable: Customers should be in a position to purchase this differentiated product.
■Profi table: The difference should generate profi t for the company.
■Pre-emptive:Competitors fi nd it diffi cult to copy the difference.
6.5.4 Degree of Differentiation
A company has to decide how many differences it will highlight to position a product. The options avail-
able may be as follows:
■Unique selling proposition (USP): Al Ries and Jack Trout are in favour of one consistent posi-
tioning message. According to them, marketers should promote the central benefi t of the product.
In that situation, ...
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