What is Competitive Positioning?
It’s how a product is perceived versus competitors. It defines the unique value proposition (UVP) that makes the product stand out in the market and attract a specific audience.

Competitive positioning is about how your product is seen compared to others.

What is the main goal of competitive positioning?

Key Elements of Positioning
Target Audience: Who the product serves.
UVP: Distinct benefit of the product.
Competitive Landscape: How it compares to others.
Brand Perception: Emotional and practical customer views.

The UVP is about what makes your product uniquely valuable.

Which of these is part of competitive positioning?

Example: Zoom
Positioned as an easy-to-use, scalable, and reliable video tool. This appeals to both small teams and large enterprises that need dependable video conferencing without technical hurdles.

Zoom’s positioning makes it especially attractive to casual social users.

What type of customer is Zoom's positioning likely to attract?

Example: Microsoft Teams
Positioned as a communication tool integrated with Office 365. This makes it ideal for corporate environments that rely on Microsoft’s productivity suite and value tight software integration.

Microsoft Teams is designed for casual personal use and gaming.

Why does Microsoft Teams appeal to corporate users?

Example: Google Meet
Positioned as a browser-based, no-download, free tool. It appeals to casual users and businesses needing quick access to video meetings without setup or cost.

What is a key advantage of Google Meet's positioning?

Google Meet’s ease of access makes it attractive for both individuals and businesses.