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Blanket
Positioning
New
Opportunity
Positioning
Beachhead
Positioning
Bleed-Over
Positioning
Customer Similarity
Same
Customer
Different
Customer
Entire
Segment
Portion Of
a
Segment
Gambar 2.12 : Bricks-and-Mortar Positioning Scenarious
Sumber : Rafi et al. (2004, p112)
•
Blanket Positioning:
-
Borrow Heavily from existing offline positioning.
-
Tout basic advantages of the internet –
convenience and accessibility.
•
New Opportunity Positioning:
-
Reposition entirely.
-
Position differentiations which cater to the new
segment.
•
Beachhead Positioning:
-
Also borrow from offline positioning.
-
Focus more, however on needs of the smaller
group.
-
Stress value-added advantages of the internet.
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