1. Global Environment Positioning
Slide 1
International Marketing , Session 8
Lloyd Corder, Ph.D.
Global
Environment
Positioning

2. Corder’s Questions What’s the best positioning strategy?
Slide 2
Corder’s Questions
What’s the best positioning strategy?
Believe in the power of feedback.
8. Positioning
International Marketing
Lloyd Corder, Ph.D.

3. Slide 3
Positioning
How you position your company, product, service or idea will dramatically impact the number of people who want to buy it.
It will also help others decide if you’re the same or different from your competitors.
Positioning helps you overcome the greatest single obstacle to selling your product, service or idea:
Your inability to communicate what you do and who you do it with best.
8. Positioning
International Marketing
Lloyd Corder, Ph.D.

4. Positioning Strategies
Slide 4
Positioning Strategies
Titles
Doctor, printer, consultant, banker, architect, plumber, etc.
Product/services
Printing, legal services, banking, clothes, accounting, insurance, software, etc.
Concept—the outcomes of what your product, service or idea does for clients
Very, very difficult to do
Easy to overcomplicate it
8. Positioning
International Marketing
Lloyd Corder, Ph.D.

5. Power of Concept Positioning
Slide 5
Power of Concept Positioning
Example:
Title: Consultant
Products/services:
Business planning
Financial management
Selling strategies
Human resources
Marketing, advertising and promotion
Concept: “I work with people who want to start a business and small business owners who want to grow their business.”
Sounds like everyone else
Different
8. Positioning
International Marketing
Lloyd Corder, Ph.D.
Adapted from Mark LeBlanc, Growing Your Business!

6. Getting to Concept Positioning
Slide 6
Getting to Concept Positioning
Language (8th grade, simple)
Conversational tone (answers what you do)
Attraction (must attract your market segment)
Dream-focused (focuses on the “dream” of your prospects)
Contains What and Who (outcomes and who is best served by working with/buying from you)
Dual-focus (use two outcomes for a wider audience)
Repeatability (someone else can repeat it back)
7 Guidelines for concept positioning
8. Positioning
International Marketing
Lloyd Corder, Ph.D.

7. Elevator Presentations
Slide 7
Elevator Presentations
Help shape other people’s perceptions about you, your product or your ideas by controlling how you introduce yourself (defining statement)
Questions to help develop content:
Who are you?
What do you do?
What makes you interesting/special?
What one-liners, stories, body posture, etc. can you use to make other people like being around you?
Develop, practice, refine… to manage perceptions
8. Positioning
International Marketing
Lloyd Corder, Ph.D.

8. Differentiation Positioning
Slide 8
Differentiation Positioning
Path to failure
Quality
Customer service
Creativity
Price
Breadth of line
Path to success
Being first
Attribute ownership
Leadership
Heritage
Market specialty
Preference
How a product is made
Latest
Hotness
Easy for competitors to duplicate your strategy
More difficult for competitors to follow
8. Positioning
International Marketing
Lloyd Corder, Ph.D.
Adapted from Jack Trout, Differentiate or Die

9. Corder’s Conclusions Insert Here 8. Positioning
Slide 9
Corder’s Conclusions
Insert Here
8. Positioning
International Marketing
Lloyd Corder, Ph.D.

10. 8. Positioning International Marketing 70-480 Slide 10
Logo links to website
8. Positioning
International Marketing
Lloyd Corder, Ph.D.