Procter & Gamble's Era is positioned as a high-technology detergent that pretreats and washes fabrics that suspends dirt. This is an example of:

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Procter & Gamble's Era is positioned as a high-technology detergent that pretreats and washes fabrics that suspends dirt. This is a very precise application that differentiates it in the consumers' minds from other laundry detergents that have a more general use. Therefore, this is an example of "use or applications" positioning.

Procter & Gamble's Era Is Positioned as a High-Technology Detergent