University of Botswana

Internet Marketing MKT309

Term Paper
Thabo Mbojane
202002067
Positioning is concerned with the attempt to modify the tangible characteristics and the
intangible perceptions of a marketable offering in relation to the competition. The application of
positioning involves certain related activities. These include defining the dimensions of a
particular perceptual space that adequately represents the target audience's perceptions;
measuring objects locations within that space and modifying actual characteristics of the object
and perceptions of the target audience via a marketing communications strategy(Blankson, C.
and Kalafatis, S.P. 2007)

Types of of positioning in marketing

● Pricing: The majority of customers' decisions are influenced by pricing, which is an

important factor. In many product categories, the company with the lowest-priced
products of reasonable quality usually wins.

● Quality:In some markets, such as luxury cosmetics or automobiles, quality can define
who the competitors are.

● Differentiation: What distinguishes your product or service from the competition.

Competitors may not pose as much of a threat if your product or service is significantly
different.

● Convenience: Convenience makes customers' lives easier. Convenience could include

things like free returns and E-commerce, in addition to location and usability.

● Customer service:Customer service emphasizes creating helpful and friendly interactions.

This is particularly important in some businesses, such as restaurants and banking.

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 ● User group:This sort of positioning addresses a specific set of people and explains why
the company's services are directly applicable and relevant to this group.

Benefits of market positioning

● Creates a positive image of your brand or product: Positioning in marketing allows you to
influence how others view your product. If you create materials that display the product
in a positive light, customers may associate you with this, which can lead to more
purchases.
● Increases product sales: By providing engaging and relevant offerings to a segmented
target audience, you can see a significant increase in revenue and may also attract new
customers.
● Directs the product's value to specific audiences' preferences and needs: With marketing
positioning, you can focus on how a product or service and its specific features meet or
exceed the needs and interests of the target audience and provide them with value.
● Allows you to make more informed decisions: Having your positioning strategy clearly
mapped out ensures you have the necessary knowledge from your research to make
informed decisions that are likely to lead to positive results and strong customer
relationships. (Indeed Editorial Team, 2021)

Differentiation

Differentiation is essentially a marketing strategy used to persuade consumers to select one brand
or product over another in a crowded field of competitors. It identifies the characteristics that
distinguish one product from similar products and uses those distinctions to influence consumer
choice. (Kopp, 2019)

Benefits are the values a customer receives when they purchase your product or service. They’re
different from features, which are the things your product can do. Businesses often focus on
features, but customers are interested in benefits.Good product differentiation emphasizes the
unique benefits of your goods or services. That’s why it’s essential to clearly communicate why
your product offers better quality, a lower price, or a more memorable experience than your
competition. (Product Differentiation Definitions & Advantages, 2022)

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Finally, whether the product meets the needs and expectations of the target market's customers
determines the success of any product differentiation strategy.

Types of differentiation

● Vertical Differentiation: It is when a customer chooses a product/service based on price

or quality. For example, one customer prefers a restaurant due to its low calorie meals.
Another customer might select a restaurant because its price is low.
● Horizontal Differentiation: It is when a customer chooses a product/service based on
personal preferences, i.e., color, taste, shape, and packaging.
● Mixed Differentiation:It is a mixture of both vertical and horizontal differentiation.
(Farooq, 2017)

Reasons for differentiation

Differentiation helps companies create brand loyalty among consumers. Once you have loyal
customers, they will be less likely to shop around for lower prices, making it easier for you to
raise your prices later without losing customers.A differentiation strategy is pursued when a
company wants to sell its product rather than compete with other companies that offer similar
products.Trying to create a differentiation strategy without having some competitive advantage is
impossible. To effectively differentiate your product and gain market share, you must possess
some unique characteristic or feature that makes your product different from and superior to the
competition. The following sections describe the two effective differentiation strategies, cost-
based and value-based.There are no two products that are precisely similar in the market, but
still, customers are going for products due to marketing strategies. An effective marketing
strategy can differentiate your product from competitors and help you gain a competitive
advantage. There are many examples of differentiation in marketing. (deskera content team,
2021)

Product : Earphone

Product description: are you trying to find the best earphones in the markets? Are you tired of
low quality earphones? we got you with our high quality earphones that supports spatial
audio,Dolby Atmos ,lossless audio and very durable music platforms that use 4 great music
listening experiences.

With our products we focus on creating better quality and very innovative products that help
customers get the best listening experiences for themselves.

● Support spatial audio,Dolby Atmos,lossless audio for DNS platforms such as Apple
music and Spotify

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 ● Very futuristic features that are up-to-date technology enhancements that make it easier
for control how customers want their music
● Elegant design that is pleasing and very much simple

How Differentiation and positioning will be used to Market Earphone

Positioning and Differentiation breaks through the clutter of noise in the market place. This
enables brands to efficiently and effectively communicate and reach target audience.

How we are going to position ourselves from competitors through the ability to deliver
exceptional experience through superb user interfaces, and fairly priced products (earphones ).

Make sure customers get the best products from us through advanced technology that enables
customer get the best user experience such as lossless audio or being able to control the
earphones with motion for example controlling the volume by using pressure of the finger when
pressing the volume on the bottoms.

differentiation to separate our ear phones from those of other electronics manufacturers.we have
employed a differentiation strategy that targets a section of the consumer market and send a
powerful message that our product stand out from the crowd.differentiation of our earphone
product comes from product design and include different features or handle different tasks stand
out from those offered by the competition.

Use of Internet marketing to differentiate and position our product

Videography and Ads will be made that explains and shows all features of the earphone
including the design and prices .The likes of Instagram , YouTube and Facebook will be
improvised to make sure all differentiation and positioning aspects are shown to the customer.

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References
Blankson, C. and Kalafatis, S.P. (2007), "Positioning strategies of international and
multicultural‐oriented service brands", Journal of Services Marketing, Vol. 21 No. 6, pp. 435-
450. https://doi.org/10.1108/08876040710818921

deskera content team. (2021). Differentiation in Marketing - With Examples. Deskera. Retrieved
October 16, 2022, from https://www.deskera.com/blog/differentiation-in-marketing/#why-is-
differentiation-significant-in-marketing
Farooq, U. (2017). Product differentiation - Definition, Types, Importance & Examples.
Marketing Tutor. Retrieved October 16, 2022, from https://www.marketingtutor.net/product-
differentiation-definition-types-importance-examples/
Indeed Editorial Team. (2021, April 26). Positioning in Marketing: Definition, Benefits and How-
To. Indeed. Retrieved October 16, 2022, from https://www.indeed.com/career-advice/career-
development/positioning-marketing
Kopp, C. M. (2019). Product Differentiation: What It Is, How Businesses Do It, and the 3 Main
Types. Investopedia. Retrieved October 16, 2022, from
https://www.investopedia.com/terms/p/product_differentiation.asp
Product Differentiation Definitions & Advantages. (2022). Mailchimp. Retrieved October 16,
2022, from https://mailchimp.com/en-gb/marketing-glossary/product-differentiation/