Positioning and Differentiation - Research Paper Example

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Positioning and Differentiation

They also need to differentiate themselves from the competitors in order to be attractive to the customers. Failure to position and differentiate from competitors will make it highly difficult for business to survive and sustain growth in today’s highly competitive business world. This paper analyses and compares the positioning and differentiation strategy adopted by two health insurance companies in the US. The two companies chosen are: UnitedHealth Group and WellPoint, Inc. Positioning Positioning is a marketing process used to position a product or a service in the mind of the customer in the best way that the company believes that the product or service must be perceived by the customer. There is very little change that is made to the product unlike the name product positioning suggests. Positioning is all about changing how the product is perceived by the customer (Ries & Trout, 2001). Therefore, positioning is the essence of a marketing mix. It throws light on how the company defines its market segments, its competition and target markets (Schiffman & Kanuk, 2007). It does not induce any new features into a product or service but uses the existing features in order to project the product or service in an effective way to the target market. ...Show more

Summary

UnitedHealth Group and WellPoint, Inc.: Positioning and Differentiation Strategies (Name) (Institution) (Professor) (Course) (Date) UnitedHealth Group and WellPoint, Inc.: Positioning and Differentiation Strategies Introduction Competition has reached new heights in today’s business world…
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