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Under-positioning is a failure to establish or communicate a compelling competitive position for a brand, product or service. The result is that customers see no reason to select your product from an array of options. The following are illustrative examples.
A product with few benefits sets its price low but not low enough to be the cheapest on the shelves. HealthA food product includes one organic ingredient and the rest of the ingredients sound like chemicals.LocationA luxury hotel in an inconvenient location in a town filled with luxury hotels in convenient locations.A fashion brand that lacks a distinctive style or quality level that appeals to a target market.
FeaturesFeatures that have unclear benefits to customers such as an air conditioner with a "mountain air" setting.ExperienceA sushi restaurant in a town filled with sushi restaurants with a standard menu, taste, decor and service level.CommunicationA brand fulfills a valuable customer need and is unique. This is poorly communicated such that customers have no idea what products do or why they are good.|
| Type | | | Definition | A brand, product or service that fails to stand out from the competition. | | Related Concepts | |
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