Positioning III

You simply haven't given the customer anything else to distinguish you by except your price. 

Other issues that may explain market gaps from your customers perspective are:

• Capability is the problem.   The customer values some of the services that you could provide, but you fail to deliver them reliably.  You simply haven't given the customer anything else to distinguish you by except your price.  In this case, you have a capability gap, not a message gap.
• Profit is the problem.  Your vaunted service provides limited economic value to the customer--or at least less value than a lower product cost.  In this case you have a profit gap, not a message gap.  No matter how well you communicate your value, you will not meet a critical customer need.

ACTION POINT: Ensure your capabilities deliver real value that the customer recognizes as real economic value.