1. Positioning Techniques and Brand Positions

2. Positioning Techniques and Brand Positions
Presentation Structure:
What is Positioning?
Point of Differentiation
Positioning Statement
Positioning Map

3. Positioning
How your target market defines you in relation to your Competitors

4. Thought a Benefit by Customers
Desired Position is:
What makes you unique
Thought a Benefit by Customers +
Focus is standing out in a “noisy” market

5. Difference Competitive Advantage Unique Selling Proposition
Extra Value Proposition

6. Point of Difference
The most compelling and motivating benefit that the brand can deliver relative to competitor offerings
Differentiation:
increases margins
increases customer loyalty
reduces switching

7. Value Proposition The “core” value that you can deliver to the market
3 types of Value:
Product Leadership
Operational Efficiency
Customer Intimacy

8. Proposition to Position Statement
4 elements:
Target audience – description of
core customer
Frame of reference - brand
category
Benefit/Difference - compelling
benefit
Reason to Believe – proof of delivery

9. Positioning Statement
For target audience, brand name is the
frame of reference that delivers benefit because only brand is reason to believe
E.g.
For a business in Taiwan, LAB is the Training provider that delivers up-to-date, applied training because only LAB has the on-site Brand Training and Consultancy expertise.

10. Product Leadership
Focus on Innovation and Development that aims to keep Brand always ahead of Competitors

11. Operational Excellence
Focus is on
Quality
Value for Money

12. Customer Intimacy Focus is on: Customised solutions Depth of Value
Extended Services

13. Positioning Differences
Important – to target market
Distinctive – compared to competition
Superior – to other ways customer can get value
Communicable – can be explained and communicated
Preemptive – competitors cannot easily copy
Affordable – buyers can pay for difference
Profitable – to business

14. Positioning Strategies
Product Features
Customer Benefits
Usage
Directly against
Away from
Product class

15. Position Map A C B Variable 2 HI Variable 2 Variable 2 HI LO LO

16. Generic Positions

17. Position Map : Chocolate
High Quality
Belgian
Milk Tray
Roses
Low Price
High
Fruit and Nut
Mars Bar
Low

20. Summary 1 Positioning is a technique for brand strategy development
Considers both Customers and
Competition
Core is defining a point of
Difference that matters to
Customer

21. Summary 2 Positioning Statement sets the scene for decisions
Positioning Map defines
Competitive Position and
Brand development