To get a sense of positioning in action, let's take a look at Thailand's telecommunications sector. AIS, of course, is the market leader, a company with a vision to be first with new technology. Its slogan - "Anytime. Anywhere. Everyone" - gives you a pretty clear sense of what AIS is all about.
AIS has segmented its products and positioned them to attract various target groups. However, it has also focused on the high end of the market aggressively with its Serenade platform, a premium service where subscribers get everything from cheap opera tickets to fashion discounts to travel privileges.
DTAC, when it underwent a comprehensive rebranding several years back, accepted that it was likely to remain number two and shifted its focus to making mobile phone technology more "warm and fuzzy" and accessible.
The company came up with a new positioning statement - "DTAC makes it easy" which it turn evolved a year or so back into the simple, catchy and purposely misspelled "Feel Goood". As a result, DTAC has made huge inroads into the youth and rural markets, with a range of innovative products, particularly in the prepaid sector, such as the cutesy Happy D-Prompt.
Also True Move has shaken things up with its surge to prominence, taking a bite out of the big two's market share, underpinned by the positioning that "True is Thailand's only fully integrated telecommunications solution provider and a leader in the Bangkok metropolitan area".
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