Specific Product Positioning

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Summary: All companies use a specific positioning strategy when advertising their product. This strategy tells their customers and potential customers what feature of their business they want to be focused on. Allstate wants their customers to focus on the quality level of their product while State Farm and Progressive wants people to focus on certain attributes of their products. 21st Century wants potential customers to focus on their low prices and high quality of their insurance while The General focuses only on how low they can make their prices for their customers.

Allstate
YouTube Link #1: http://youtu.be/HCy9m1xfL6U
YouTube Link #2: http://youtu.be/EhyQgskfjNc

Positioning Strategy: Allstate’s positioning strategy is quality level. Their mayhem commercials focus on that if people have “cut-rate insurance” they can end up paying for more themselves. This is clearly focused on that the lower priced insurance companies offer a lower quality of coverage.

State Farm
YouTube Link #1: http://youtu.be/rmx4twCK3_I
YouTube Link #2: http://youtu.be/j9Rv7czl9cU

Positioning Strategy: State Farm’s positioning strategy is product attributes. Their commercials focus on how the specific features of their insurance plan can help you out when you need it. The French model commercial focused on their phone application that allows you to easily document accidents, while their “Discount Double Check” commercial focused on how they always double check to see if they can save you more money.

Progressive
YouTube Link #1: http://youtu.be/VqOcvSKRQvs
YouTube Link #2: http://youtu.be/71G_ea8ds6w

Positioning Strategy: Progressive has taken the product attribute positioning strategy. Their commercials focus on the features of their products. One feature they focus on is their side by side comparison tool; this allows their customers to compare Progressive’s insurance rates to other companies. Another tool that Progressive focuses on is their...
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