Points of Parity and Points of Difference

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A Kahnesky
Analyst, Denmark
🔥NEW WHAT ARE POPs & PODs IN POSITIONING? INTRODUCTION While launching a new product into the market or an existing product into new markets, a firm has to plan on how it wishes to position the offering in the market vis--vis existing competitors. In order for the target audience to shift from existing competitor's products/services to the firm's product or service, the offering should include both: - Common and necessary features of the existing competitor products (referred as Points of Parity or POPs), and - Additional differentiating features that give the firm's offering a competitive edge (referred as Points of Difference or PODs). POINTS OF PARITY (POPs) Points of Parity, as a concept, was introduced by Kevin Lane Keller. They are the associations that aren't always unique to a brand but may be found with similar competitors' brands. In other words, POPs are industry-specific aspects of products/services which makes the firm's brand on par with (hence parity) other (...) Read more? Sign up for free


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