The Positioning Statement definition is comprised of 4 parts; the target, the category, the differentiator, and the payoff. We’ll talk about these in summary below, but first, there is some work to be done. Before sitting down to write your PS, decisions must be made.
Market positioning refers to the process of establishing the image or identity of a brand or product so that consumers perceive it in a certain way. For example , a car maker may position itself as a luxury status symbol. Whereas a battery maker may position its batteries as the most reliable and long-lasting.
How to write a positioning statement Keep it brief. Make it unique and memorable. Remain true to your business’ core values. Include a credible promise of what the brand delivers to consumers. Communicate how your business is different from the competition.
Your brand positioning statement should be a couple of sentences that clearly defines why your company exists—who’s your target audience, what do you offer, how do you compare to competitors, what’s your unique selling proposition, etc.
Nike .com – “For serious athletes, Nike gives confidence that provides the perfect shoe for every sport”. This positioning statement from Nike is simple, direct, and tangible.
Be as thorough and as on-brand as possible. Then, you can write your brand positioning statement : Brand Positioning Formula: For [your audience], [your brand] is the [your market] that best delivers on [your brand promise] because [your brand], and only [your brand], is [your evidence].
In other words: positioning a brand is occupying a differentiated position at the head of a specific market segment; if the company does not offer something different, consumers see no reason not to opt for competition. One of the most remembered examples of brand positioning is that of Pepsi refrigerant.
Below are some common types of positioning in marketing. Pricing. Pricing is an essential factor that impacts the decisions of most customers. Quality. Quality can help rebuff most pricing wars. Differentiation. Convenience. Customer service. User group. Create a strong competitive position. Improve sales .
Definition: Positioning defines where your product (item or service) stands in relation to others offering similar products and services in the marketplace as well as the mind of the consumer. Description: A good positioning makes a product unique and makes the users consider using it as a distinct benefit to them.
A positioning statement is a concise description of your target market as well as a compelling picture of how you want that market to perceive your brand. It helps you maintain focus on your brand and its value proposition while you work on market strategy and tactics.
McDonald’s has made itself to be the family friendly low cost restaurant in the fast food business. We have a narrow scope for a customer base and a low cost strategy . In recent years we have tended to broaden our scope to appeal to more customers. We are focused on cutting delivery time and cutting the cost of food.
The target of Starbucks is to provide new, fresh and happy experience through great service. Their motto is to serve best coffee, provide best place and offer best services. They positioned themselves as a perfect and little expensive coffee shop that will offer customers delicious and rich coffee.
Product positioning is the process of deciding and communicating how you want your market to think and feel about your product . Successful product positioning requires your team to articulate: How your product can solve your customer’s problem. Why it is a better solution than its competitors.
Positioning statements are valuable, because they give a product or company an identity. The customer should be able to grasp what the brand, product or business is about. A good statement distinguishes the product from other products that might appeal to the same type of consumer or need.