Assuming you were formulating a strategy to enter the pain relief market and that there was only a single incumbent player. Using the perceptual map in the positioning screencast, assume this firm is located in the bottom right (effective but not very general). Your product is actually more gentle and as effective as the incumbent, Excedrin. How would you position your product? Specifically, should you go after a “better” position (more gentle, as effective) or a “different” position (maybe de-emphasizing effectiveness and selling primarily gentleness)?
