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Category- Related Positioning


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Sunanda K. Chavan
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Category- Related Positioning - September 14th, 2010

Category- Related Positioning


This is an important differentiating strategy that is used when an existing product category is too crowded to take the same basic product and position it in another

category, provided the attributes of the product can match consumer expectations from that category.

This is referred to in the jargon as ‘macro-positioning’ or inter-set positioning’. Eg. LG decided to position its ACs as LG Health Air System Air Conditioners thanks to its Plasma technology in split air conditioners .

They revolutionarized the AC market by positioning their brand in the health category because it was an unoccupied platform which had a lot of potential.
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