Developing a Positioning Strategy Positioning According to Ries Trout Strengthen own current position(Pepsi) Grab an unoccupied position( MOTO) De-position(7-Up) Re-position(KFC) Product ladders (Top 3 Value Discipline Positioning Product leader Operationally excellent firm Customer intimate firm6 Developing a Positioning Strategy • Positioning According to Ries & Trout – Strengthen own current position (Pepsi) – Grab an unoccupied position (MOTO) – De-position (7-Up) – Re-position (KFC) – Product ladders (Top 3) • Value Discipline Positioning – Product leader – Operationally excellent firm – Customer intimate firm