Successful marketing in the social marketing era, demands traditional marketing skill. Positioning a product in the market place is a tangible thing. In comparison, the differentiation of a product is a perceptual concept.
Positioning and differentiating is a one-two punch. Positioning is an explanation of what the product does. Differentiation is when a product is defined in a consumer’s mind.
Tide is postioned as a the best whitner. It is differentiated with a neo orange bottle. Kelly Rowland postions herself in R &B music with dance music. She differentiates herself with dancers with well developed six pacs.
