In general, when companies develop their positioning strategy, the first thing they do is to look into and study the information about their competitors – how competitors position themselves. Do organizations want to develop ‘a me too’ strategy and position themselves close to their competitors so consumers can make a direct comparison when they purchase? Or does the companies want to develop a strategy which positions themselves away from their competitors?
If you want to offer a benefit which is superior, you need to look into your marketing mix strategy that your company adopts. For example, the pricing strategy must reflect the benefit offered and the promotion strategy must communicate that benefit.
A good positioning strategy results in the image you want to draw in the mind of your customers, the picture you want him/her to visualize of you what you offer in relation to the market situation, and any competition you may have. In the other words, you will use your positioning strategy to design all your marketing communications, such as lifestyle, pain, brand, product, or features etc, and integrate it with every aspect of your marketing program.
Below this positioning matrix is done by Jeremiah from WebStrategist. I like the way he has sort out things which give specific details toward how to use each of them in the right way, the description of when to use is helpful.