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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.
FunctionsFunctions that don't draw much interest. For example, late model VCRs that featured advanced video editing features for a premium price. FeaturesFeatures 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.
VarietyExcessive variety that doesn't attract interest. For example, standard pens available in 50 colors when most customers want blue, black and red.StyleStyles that appeal to a small niche that isn't enough to support sales. IdentityA brand identity with an excessively small target market. For example, a brand of electronics for extreme weather golfers.
TastesExotic flavors that few customers are brave enough to try such as a watermelon flavored rice ball.SizesPackage sizes that customer's don't need such as an unusually small bottle of water.
Competitive Advantage
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