Using competitors to establish a product position can be accomplished by contrasting the company’s product against others. Use a search engine to locate five companies on the Internet that use this approach. They may well be local or smaller businesses rather than global brands with a more sophisticated marketing approach.

Who are the businesses comparing themselves to, and are these reasonable comparisons? Justify your conclusions.

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A brand’s product positioning strategy should be an integral part of the company’s advertising and marketing strategy. Consider each of these pairs and suggest how their product positioning differs in each case. Justify your conclusions.

a. Android versus Apple

b. Mercedes versus Ford

c. Tiffany diamonds versus eBay diamonds

d. Facebook versus Myspace

e. Fresh orange juice versus orange juice from concentrate

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