Points of difference and similarity

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Once a competitive framework for positioning has been created, the next step is to identify the appropriate PODs (points of difference) and POPs (points of parity).

Points of differentiation are features that consumers value positively, but which are not offered by competing products at an equivalent level. These features must be tested against three criteria: attractiveness, feasibility and differentiation.

Points of similarity, on the other hand, are kuwait email list characteristics that are unique to the brand but shared with other products. They come in two forms: category (characteristics that a product must have for an offer to be perceived as credible) and competition (association created to overcome a brand's weak points).

Sometimes more than one set of reference frames can be identified for the same brand. Starbucks can be taken as an example. This entity defines several sets of competitors, in which different POPs and PODs are present:

fast food restaurants and small shops (McDonald's, Dunkin' Donuts, Żabka),
supermarket brands for home consumption (Folgers and NESCAFE),
local cafes.
In this case, it may be useful to create positioning at the category level (for Starbucks: "fast food restaurants" or "supermarket coffee to drink at home") or using a representative example of each type of product (for Starbucks: McDonald's or NESCAFE).

There is also the possibility of "okra" positioning, where the points of differentiation of one category become common points of another and vice versa. Subway restaurants are positioned as offering healthy and tasty sandwiches. This positioning allows the brand to create points of similarity in terms of taste and points of differentiation in terms of health in relation to fast food restaurants (McDonald's or Burger King), and at the same time points of similarity in terms of health and points of differentiation in terms of taste in relation to restaurants and bars serving healthy food. "Okra" positioning contributes to increasing market coverage and potential clientele.

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