Assuming you were formulating a strategy to enter the pain relief market and tha

Question

Assuming you were formulating a strategy to enter the pain relief market and that there was only a single incumbent player. Using the perceptual map in the positioning screencast, assume this firm is located in the bottom right (effective but not very general). Your product is actually more gentle and as effective as the incumbent, Excedrin. How would you position your product? Specifically, should you go after a “better” position (more gentle, as effective) or a “different” position (maybe de-emphasizing effectiveness and selling primarily gentleness)?

Explanation / Answer

Answer:

Positioning this rpoduct as a different one if more effective in this case. It is a fact for the pharma industry that most of the popular drugs in the past have done well just because of their innovativeness and being different.

So for this product the best strategy would be to market it as a different product and not just effective as compared to its competitor.

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