Positioning

Question 1

Positioning

Answer 1

Positioning = Define the value proposition for the selected target

Positioning is the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind (Keller, 2008)

Helps to guide marketing strategy by clarifying what a brand is about.

Question 2

The positioning statement

Answer 2

1. Target: For whom? When? Where?
2. Competitive set: Relative to whom?
3. Unique value proposition: What value?
4. Reason to believe: Why? How?

Question 3

Unique value proposition: Points of parity

Answer 3

Category PoPs:

• Necessary associations to be a legitimate and credible player within a category
• Necessary, but not sufficient for choice

Competitive PoPs:

• Associations designed to negate a competitor’s point of difference
• Trying to break-even on important associations

Vertical differentiation:

• stress superiority on PoPs

Question 4

Unique value proposition: Points of difference

Answer 4

Strong, favorable and unique associations

• may be based on any type of attribute, benefit or value association
• customer must believe they cannot find the same attribute/benefit/value in a competitor
  
  • Functional: Performance-related
  • Abstract: Image-related

Horizontal differentiation

• based on unique attribute

Question 5

Unique value proposition: Success criteria

Answer 5

• Relevance
• Differentiation
• Credibility

Question 6

Unique value proposition: Claims laddering

Answer 6