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Unformatted text preview: e material below will give you more ideas. CHAPTER 18: STRATEGY IS FOCUS 18.3 Positioning Tactics
Positioning statements can be a good way to deﬁne your marketing strategy. The positioning
statements should focus on the most important target market, that market’s most important market
need, how your product meets that need, what the main competition is, and how your product is
better than the competition.
Consider this simple template:
For [target market description] who [target market need], [this product] [how it meets the need].
Unlike [key competition], it [most important distinguishing feature].
For example, the positioning statement for the original Business Plan Pro®, was: “For the
businessperson who is starting a new company, launching new products or seeking funding or
partners, Business Plan Pro® is software that produces professional business plans quickly and easily.
Unlike [name omitted], Business Plan Pro® does a real business plan, with real insights, not just
cookie-cutter ﬁll-in-the-blanks templates.” Pricing Tactics
You ought to provide detail on product pricing, and relate pricing to strategy. Pricing is also supposed
to be intimately related to the positioning statement in the previous topic, since pricing is probably
the most important factor in product positioning. Your value proposition, for example, will normally
include implications about relative pricing, and therefore, you should check whether your detailed
product-by-product pricing matches the implied pricing in the value proposition. Promotion Tactics
Think of promotion in a broader sense than simply sales promotion, including the whole range of
advertising, public relations, events, direct mail, seminars, and sales literature.
How will you spread the word about your business to your future customers?
• Do you look for expensive ads in mass media, or targeted marketing in specialized publications,
or even more targeted, with direct mail? • Do you have a way to leverage the news media, or reviewers? • Do you advertise more effectively through public relat...
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This note was uploaded on 01/26/2014 for the course BUINESS 102 taught by Professor Unknown during the Winter '09 term at University of Phoenix.
- Winter '09