Creating pops and Pods Negatively correlated attributes and benefits Low Price Vs High Quality Powerful VS Easy-to-use Develop a product and service that performs well on both dimensions(e.g, BMW-luxury and performance") Present separately e.g. Head& shoulders leverage equity of another entity, e.g., Miller Lite beer; IBM and Intel Redefine the relationship E.g., Apple The Power to Be Your Best17 Creating POPs and PODs • Negatively correlated attributes and benefits – Low Price vs. High Quality – Powerful vs. Easy-to-use • Develop a product and service that performs well on both dimensions (e.g., BMW—”luxury and performance”) – Present separately • e.g., Head&Shoulders – leverage equity of another entity, • e.g.,Miller Lite beer; IBM and Intel – Redefine the relationship • E.g., Apple “The Power to Be Your Best