Then you pick one and go after it. The process isn t hard, but nobody seems to do it very well. The simple answer is no. Just as you cannot hit two balls with one bat swing, hit two birds with one stone, or brush your teeth and your hair at the same time. Positioning is the single largest influence on the buying decision.
People are highly conservative about entertaining changes in positioning.
That is just another way of saying that people do not like you messing with the stuff that is inside their heads. In general, the most effective positioning strategies are the ones that demand the least amount of change. It is critical that the marketing mix be configured in a way that is consistent with the selected Target and Positioning. If the marketing communications are not consistent with the Position, then the communications will blur the positioning. If the product is distributed in outlets the target customer does not shop, the target cannot buy the product.