Positioning is your strategy for conveying what makes your company or products bigger, different or better than those offered by competitors.
Differentiation is essentially the way you carry out your positioning by promoting distinct attributes or benefits that you offer. The team at Dunlop Flooring had the right ingredients for a great brand proposition to differentiate them from Chinese products hitting the market.
Let’s face it. Nobody really gives a toss about underlay. Which is why Dunlop created the Carpet Cushion. With specialised industry accreditations and quality New Zealand manufacturing, our story is about educating the consumer to make an informed decision when purchasing underlay for their carpet.