For occasion: kotak-mahindra positions itself in the customer's mind as one entity-'kotak', which provide customized answers to all the financial services needs. The positioning of the brand will be influenced by the competitive stance one wants to adopt. Various Positioning Errors; UNDER POSITIONING: Here the customer's have a blurred and unclear notion of the brand. OVER POSITIONING: Here the customer's have too limited awareness of the brand. CONFUSED POSITIONING: Here the customer's have baffled thoughts and opinions of the brand. DOUBLE POSITIONING: Here the customer's do not admit the claims of the brand. POSITIONING BY PRICE/COST LEADERSIP When it comes to marketing the business enterprise, there are three generic strategies you can use: focus, differentiation and cost leadership.