POP vs. POD

Points-of-difference (POD) and points-of-parity (POP) are essentially opposite in nature, with the first referring to differences in the second referring to similarities with competitors. An appropriate balance is required for market success. Too much reliance on points-of-parity in the product’s positioning and it could be perceived as a ‘me-too’ product offering. And too little emphasis on points-of-parity and the product might be perceived as not meeting the core needs for the target market.

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The analysis of Monster energy was done in comparison with Red Bull. The energy drink market is highly competitive and more than that producers offer the same benefit for consumers, more than that their advertising from the first sight is really the same, so it is essential for them to have enough PODS to have a strong brand identity. As you may see from the analyses main Monsters POD lie in the area of the product, pricing and promotion, but from the consumer point of view I suppose only pricing and product range is really visible.

N.S.

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