January 2005
Intermediate to advanced
232 pages
5h 35m
English
Content preview from Smarter Pricing: How to capture more value in your market
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What is positioning?
Positioning is what the company stands for in the eyes of customers relative to competitors (as shown in Figure 6.2).
Figure 6.2. Positioning is what the brand stands for relative to competitors
In the global car rental market, Hertz position themselves as Number 1. Avis position themselves as the Number 2 who must try harder. Thus Hertz would be expected to occupy the premium price position in the market justified by multi-locations, large fleets and up-to-the-minute models. Avis prices must be close to Hertz (no higher, just a little below) and above the lower-rank players to be seen as a keen contender with Hertz (as ...
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