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8 Examples of Over-Positioning

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Over-positioning is a marketing failure whereby a brand, product or service is too special such that it appeals to few customers. The term applies to a competitive position or product differentiation that may strongly appeal to some customers but not enough to reach a firm's sales targets. The following are illustrative examples.


Functions that don't draw much interest. For example, late model VCRs that featured advanced video editing features for a premium price.


Features that few customers find interesting or useful. For example, including an overhyped technology in a product that doesn't need it such as artificial intelligence for a can opener.


A high quality item in a market where customers are primarily concerned with price. For example, printer paper made with an exotic wood such that it has a much higher price than average.


Excessive variety that doesn't attract interest. For example, standard pens available in 50 colors when most customers want blue, black and red.


Styles that appeal to a small niche that isn't enough to support sales.


A brand identity with an excessively small target market. For example, a brand of electronics for extreme weather golfers.


Exotic flavors that few customers are brave enough to try such as a watermelon flavored rice ball.


Package sizes that customer's don't need such as an unusually small bottle of water.
Overview: Over-Positioning
A competitive position that doesn't appeal to a big enough target market to meet the sales objectives of a brand, product or service.
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