This case illustrates the importance of proper brand positioning, which is the first step toward creating brand

equity What positioning is the best? Can calculate the profitability of each position
Many companies need to take cannibalization into account, if they have multiple products in the line

eed to think about key positioning elements

!"!s, !"#s, !roof !oints

Marketing Analysis (The 5 Cs) Customers Company Competitors Collaborators Context

Market Segmentation

Target Market Selection

Product and Ser ice Positioning

Creating &alue
Product ! Ser ice

Marketing Mix (The * Ps) Place"Channels Promotion

Capturing &alue Sustaining &alue

Customer Ac#uisition

Pricing

Customer $etention

Pro%its

'eneral (rame)ork %or Marketing Managers

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,ow do you new start ups'entrepreneurs compete against the bigger companies?
What !"! do you offer? What !"# do you offer?

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