Avis, a car rental company, is famous for this strategy. Positioning a product by its features is another popular way to find a niche in the consumer s mind. Canon color printers allow users to replace one ink cartridge at a time instead of being forced to replace all four colors. A marketing program should take competitors into account and should attempt to undercut an existing product or concept in order to find a niche for a company s own product. Understanding the role of words and their psychological effect on the mind is indispensable.
Objectivity is an invaluable characteristic for any person wishing to position their product.
Positioning works better with more than one person. Being able to try ideas out on others is a valuable method to determine what works. By having courageous characteristics, a company is more likely to get that important first entry into the consumer s mind. Company leaders must be open to all ideas. This company produces health beverages and derives its name from South Beach, Florida.