Market Segmentation, Differentiation, and Positioning 

                                                                         "Positioning"

Positioning is often the overlooked aspect in the marketing process.  Really, positioning is one of the most important aspects of marketing your company or products is its position in the market, stated in an article by Kissmetrics.  Kissmetrics gives 4 ways to position your company among well entrenched competitiors.  Positioning is the last step in the STP process.  

First, Target a specific group of people.  Know your intended customers likes, dislikes, needs, wants, and behaviors.  You must connect your intended position to the unique desired benefits of the customers.  

Secondly, do one or two things very well.  Provide a number of plans for your customers.  Positioning is considered as creating your "value proposition" or as a "marketing promise" to your customer.  These things should be what your business venture's products/ services are known for, your "staple" or "signature".

Thirdly, tell a unique story.  If your competitors are telling the same story whether that is they have the lowest price, or are the most innovative, then you need to be telling a different story.  Do you offer the best services?  Or are you the easiest to use?  Or just simply be welcoming to products and services suggestions.

Lastly, be user friendly.  Focus on making the life of your customers easier and not try and milk them for every last dime.  This approach will have a huge impact on your business success.

Source: blog.kissmetrics.com/well-entrenched-competitors