Positioning Statement (1)

Positioning Statement (1) - POSITIONING STATEMENTS Why...

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POSITIONING STATEMENTS Why Develop Positioning Statements? Positioning is a central concept in marketing. By understanding customer needs and competitive offerings, marketers can occupy a unique place in the customer’s mind. The product’s chances of success are greatly increased by being distinctive (even pre-emptive) and relevant. So if you’re looking for a durable pickup truck, you pick Chevy because it’s “like a rock”, or if you want to express emotions beyond words, you buy a Hallmark card. The positioning statement (Value Proposition) helps you to think rigorously about your product: who uses it, what it represents to them and how it is different from competition. It is a statement of strategic intent for internal consumption : what you want your product to represent to customers and how it will give you a competitive advantage. By developing a positioning statement, you can Ensure that all the elements of your marketing mix give customers the same message; Commit all functions in your organization, and your advertising agency, to a set of common goals; Have a consistent basis for evaluating creative work and new programs; Minimize the damaging effects of management turnover on a brand over time. Because positioning is fundamental to marketing strategy, the positioning statement is the “driver” of the four P’s. Questions about strategies for the specific elements of the marketing mix should be referred back to the positioning statement for consistency with the brand’s overall marketing strategy. Examples of Positioning Statements There are many different formats for “positioning statements”. All provide information on the target market, benefit and competitive advantage. The examples below show two alternatives: a “Positioning Statement” and a “Value Proposition”. The advantage of the Value Proposition format is that it forces you to think in terms of what role the product actually plays in consumers’ lives
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This note was uploaded on 07/12/2011 for the course BUSINESS 401 taught by Professor Tareeq during the Spring '11 term at Seneca.

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Positioning Statement (1) - POSITIONING STATEMENTS Why...

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