Where do you fit into the Value/ Price positioning model?
Buyers think in terms of value for money; what they get for what they pay. As a seller, you must have a value position for your product or service. Each of these six positions has a particular market.
- More for More. Specializing in offering the most upscale version and charging a high price. Often the price exceeds that actual increment of quality, and prestige is a factor. Examples are Rolls Royce, Cuban cigars, and Nordstrom.
- More for the Same. Companies have been able to attack a “more for more” product or service by claiming comparable quality and performance but priced much lower. These are usually high end products with superior product attributes but is priced on par with the competition. Lexus positions its cars at the same price point as Mercedes, but offers a lot more features. Dell positioned its Xeon based servers as value for money when compared to Sun’s UltraSparc server.
- The Same for Less. This position is possible if a firm can profitably deliver it’s products or services which are on par with that of premium products from the competition at a price which is lower than that of the premium priced product. To be successful in this space, you need to create a strong brand differentiation first. This is the differentiation strategy for E-commerce sites on the Internet and discount stores. Examples are Costco, Target, Amazon,and private label food products.
- Less for Much Less. Some people complain that a product or service provides more than they require but they still have to pay the higher price. A “less for much less” position overcomes this objection. An example is Southwest Airlines, the most profitable airline, charges much less by not serving food, not assigining seats and not using travel agents.
- More for Less. The winning value proposition would be to offer prospects and customers “more for less”. This is the attraction of highly successful businesses like Wal-Mart.
- Less for More. This is a pricing position that is doomed to failure.
Most companies compete in the value for money positions of “more for the same” or “the same for less”. Where does your product or service fit?