Product Lifecycle, Positioning, and Differentiation

In the fast food industry the competition is huge and more times when a niche market is discovered it is a matter of time before competitors notice and ?copy, or stock-still improve upon, [the restaurants] unique values or usefulnesss, and therefore the advantage is soon lost? (Voice Marketing, 2009). Understanding the intersections lifecycle, positioning and differentiation is intrinsic to the restaurants success. If one is ignored the others suffer. Each atomic number 18a can be conquered by distinguishing the restaurant in the following ways.

With differentiating the areas that should be considered are features, services, personnel, channel, and image (Kotler, 2009). Features can include things much(prenominal) as quality, movement and design. The area of services might include ordering liberalisation and delivery. With personnel there are many areas that fall nether this. A few are competence, courtesy, and responsiveness. Channel cover areas such as the expertise of the managers. Finally there is image and this is important. An legal image does three things for a product or company. First, ?it establishes the products think character and value proposition? (Kotler, 2009). Second,? it distinguishes the product from competing products? (Kotler, 2009) and third ?it delivers stirred up power and stirs the hearts as well as the minds of buyers? (Kotler, 2009).

Kotler goes on to discuss in the article positioning and how positioning ?is the dissolver of differentiation decisions?.



He even lists different positioning strategies or themes.

?Attribute positioning: The message highlights one or cardinal of the attributes of the product.

?Benefit positioning: The message highlights one or dickens of the benefits to the customer.

?Use/application positioning: Claim the product as best for some application.

?User positioning: Claim the product as best for a group of users. - Children, women, working women etc.

? competition positioning: Claim that the product is better than a competitor.

?Product...

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