The first step in outlining a strong marketing positioning statement is to:
A positioning statement is one sentence that succinctly identifies the target market and spells out what you want them to think about your brand. This statement should include 1) the target segment, 2) the brand name, 3) the product/service category or frame of reference in which you are establishing this market position, 4) the key points of differentiation, and 5) the reasons customers should believe the positioning claims. Show
The brand consultancy EquiBrand recommends the following straightforward formula for writing positioning statements: To [target audience], Product X is the only [category or frame of reference] that [points of differentiation/benefits delivered] because [reasons to believe].[1] The parts of the formula supplied by you (the marketer) are as follows:
Let’s look at some examples of well-written positioning statements: Example #1: Amazon (circa 2001, when it sold primarily books)For World Wide Web users who enjoy books, Amazon is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon provides a combination of extraordinary convenience, low prices and comprehensive selection.[2] This clearly worded positioning statement follows the formula closely, even though the “reasons to believe” are added as a second sentence. It presents the competitive advantage (“instant access to over 1.1 million books“) as a clear differentiator, and with this wording we also understand the problem Amazon solves–convenient access to lots of books. The specific reasons to believe are highly desirable benefits for the target audience. Note that World Wide Web refers to the Internet. Example #2: Motel 6To frugal people, Motel 6 is the alternative to staying with family and friends that provides a welcoming, comfortable night’s rest at a reasonable price.[3] The Motel 6 example is a very concise positioning statement. It’s interesting that the frame of reference is “staying with friends and family,” rather than “motels” generally. This shows an astute understanding of the target customer’s mindset and the recognition that the motel chain’s leading competitor is not staying in a motel. The point of differentiation also reveals the problem Motel 6 solves: where to get a “welcoming, comfortable night’s rest at a reasonable price.” Its points of differentiation and reasons to believe blur together, but the statement provides well-focused direction for a marketing mix that targets “frugal people.” Example #3: Tide Laundry DetergentFor cost-conscious moms of large blue-collar families with active children, Tide is the brand of laundry detergent that gets clothes their cleanest and keeps them looking new because “improved” Tide formulation powers out stains while keeping clothes from fading and fraying.[4] This third positioning statement identifies the target audience so specifically that it’s easy to create a vivid mental picture of the customer. The problem Tide solves is very clear: getting close clean. This statement emphasizes the product’s competitive advantage around cleaning power and superior formulation, while promising valued benefits that customers enjoy when they use this product. The onus here is on the brand to provide these concrete benefits around not “fading and fraying,” but these are definite reasons to believe if indeed the product can deliver. Evaluating Positioning StatementsHow do you know when a positioning statement is going to be effective? Obviously, positioning statements should contain all the elements in the formula above, since that information is needed to translate the positioning strategy into a well-developed marketing mix. There are other criteria you should look for, as well. For example, the following:
Practice: Evaluate These StatementsRead the following statements. For each one, ask yourself whether it’s a strong positioning statement based on the formula and criteria outlined in this reading. Why or why not?
Analysis: Here is how these examples stack up:
Check Your UnderstandingAnswer the question(s) below to see how well you understand the topics covered in this outcome. This short quiz does not count toward your grade in the class, and you can retake it an unlimited number of times. Use this quiz to check your understanding and decide whether to (1) study the previous section further or (2) move on to the next section. What is the first step in market positioning?Step 1: Confirm Your Understanding of Market Dynamics. ... . Step 2: Identify Your Competitive Advantages. ... . Step 3: Choose Competitive Advantages That Define Your Niche. ... . Step 4: Define Your Positioning Strategy. ... . Step 5: Communicate and Deliver on Your Positioning Strategy.. What are the 5 elements of a positioning statement?Elements of 5 Key Elements in Positioning Statement:
Target market, buyers main problem, key benefit, competitors and features.
What are 4 elements of a positioning statement?The Positioning Statement definition is comprised of 4 parts; the target, the category, the differentiator, and the payoff.
What are the 3 important elements of a positioning statement?The positioning statement revolves around 3 key elements – audience, competitors, and the differentiator.
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