According to Kotler et al. (2014; 2018) in the context of ‘Market positioning and differentiation’ which of these three positioning strategies is the most promising?

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The question asks which of the three positioning strategies is considered the most promising according to Kotler et al. (2014; 2018) in the context of Market positioning and differentiation.

Option a: 'More for the same' — This strategy implies offering more features or benefits while keeping the same price as competitors. While appealing to value-conscious consumers, it can be difficult to sustain if competitors imitate and costs rise. The critique here is that achieving meaningful differentiation at a constant price may require substantial cost investments or unique capabilities, which may not always be scalable.

Option b: 'More for less' — This approach promises greater value (more benefits) at a lower price. It is often described as highly attractive to consumers because it combines superior perceived value with cost savings, potentially creating a competitive edge. The challenge lies in maintaining profitability while reducing price; firms must achieve operational efficiencies, scalable advantages, or cost leadership in ways that others cannot easily replicate. Kotler and colleagues often highlight this as a highly desirable positioning due to its strong consumer appeal and potential to disrupt market norms, though it requires rigorous execution and sustainable cost advantages.

Option c: 'Same for less' — This strategy offers lower price for the same level of benefits. While it is a straightforward form of price-based differentiation, it typically reduces margins and may invite a price war. It can be a viable entry or defense strategy, but it may not create strong differentiation beyond price, making it easier for competitors to imitate and erode profitability over time.

In evaluating these options, one weighs the strength of the promised value against the cost to deliver and the sustainability of the advantage. The 'more for less' proposition is often highlighted as the most compelling because it elevates perceived value while reducing buyer costs, albeit with stringent requirements to preserve margins. The other two options either risk commoditization without substantial differentiation (same for less) or rely on enhanced benefits without a price reduction, which may not be as disruptive or attractive in all contexts. Overall, this framing points toward option b as the standout if a firm can achieve the underlying efficiency or innovation that makes 'more for less' feasible in practice.

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According to Kotler et al. (2014; 2018) in the context of ‘Market positioning and differentiation’ which of these three positioning strategies is the most promising?

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