Question

Topic: Strategy

Can A Company Have More Than One Position?

Posted by Win Win on 9/17/2014 at 4:00 PM ET 125 Points
How to position?
1 company.
3 different services offered.
Brick and mortar store location. "Lowest price in area"
Commercial Services. "Don't really want to go lowest here"
Residential Services. "Lowest price in area"

Company wants to be "low cost, quality service". I'm struggling with this. To me this is an oxymoron in America. This is a serviced based company. Higher prices usually identify with better services. Owner is looking to be the Walmart of his industry. But Walmart does not identify with quality. Can I position commercial services differently than the other 2 services?
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RESPONSES

  • Posted on 9/17/2014 at 8:17 PM Accepted
    You CAN have multiple positionings, but (a) it isn't recommended, and (b) it will probably confuse your target audience(s).

    Is there some reason you can't separate the businesses and give each a different name?

    Whenever you have multiple audiences you almost certainly need multiple positionings. And it's all but impossible to keep the positionings straight in the minds of your target audiences when the company name is the same. Remember too that the best names communicate the positioning for the target audience, and it's not likely you can somehow come up with a single name that fits multiple positionings without some serious compromises.
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