I found the class on value positioning to be a very interesting insight into the techniques different companies use to make their product stand out within its market. Consumers have to be able to recognize the product in relation to another and then look for ways that it stands apart in order to entice them to buy it. This is known as points of parity and points of difference and it almost seems like the two terms are contradicting one another but yet having them both is a key part of launching a successful product.

For example my group when asked to pick a product to value proposition we chose aero bars. This product is part of the market of chocolate bars. While there are many kinds of chocolate, the thing that makes aero bars stand out is the fact that this specific chocolate creates a bubbly sensation within the consumers mouth. No other chocolate is known for this attribute and that is what makes aero stand out in its market against competitors. The company constantly emphasizes this fact about its product by even using bubbles in its own motto. It’s harder for other companies to imitate this style of chocolate as opposed to mimicking a specific flavour or ingredient. The company was smart to go with a more intangible point of difference rather than something anyone could copy such as being known for “nutty” flavour or “dark chocolatey goodness”.