4 - Positioning

Question 1

positioning

Answer 1

the desired brand meaning
- helps guide marketing strategy
- captured in positioning statement

Question 2

positioning statement

Answer 2

strategic internal statement used to guide tactical executions

1. target (for whom? when? where?)
2. competitive set (relative to whom?)
3. unique value proposition (value?)
4. reason to believe (why? how?)

Question 3

unique value proposition

Answer 3

points of parity (POPs)
points of difference (PODs)

Question 4

unique value proposition: success criteria

Answer 4

relevance
differentiation
credibility

Question 5

unique value proposition: claims laddering

Answer 5

features + attributes
benefits
values

Question 6

POPs

Answer 6

• category POPs: necessary to be credible
• competitive POPs: negate competitor’s PODs

vertical differentiation
- claiming superiority on a POP

Question 7

PODs

Answer 7

horizontal differentiation
- focusing on a unique attribute

• functional (performance related)
• abstract (image related)

Question 8

Cialis Case

Answer 8

horizontal positioning is sometimes more effective:
- adapt + change marketing focus (from naughty to romantic)