Adaptive positioning
6. Adaptive positioning. This consists of periodically repositioning a brand to follow the evolution of the segment's needs.
7. Defensive positioning. When a firm occupies a strong position in a market segment with a single brand, it is vulnerable to imitative positioning strategies. The firm may preempt competitive strategies by introducing an additional brand in a similar position for the same segment. This will reduce immediate profitability, but it may allow the firm to better protect itself against competitors in the long term. For example, Procter & Gamble has seven brands of laundry detergents, such as Tide and Bold, several of which occupy similar positions in consumers' minds
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7. Defensive positioning. When a firm occupies a strong position in a market segment with a single brand, it is vulnerable to imitative positioning strategies. The firm may preempt competitive strategies by introducing an additional brand in a similar position for the same segment. This will reduce immediate profitability, but it may allow the firm to better protect itself against competitors in the long term. For example, Procter & Gamble has seven brands of laundry detergents, such as Tide and Bold, several of which occupy similar positions in consumers' minds
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