Positioning Flashcards
Positioning
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.
It is the desired brand meaning.
Positioning Statement: Defined
A strategic internal statement used to guide tactical executions.
Positioning Map
Visual representation of the company’s position relative to competitors. Typically use two dimensions to represent the key attributes or benefits that consumers consider when making purchasing decisions.
Positioning Statement: Components
- Target: For whom? When? Where?
- Competitive set: Relative to whom?
- Unique value proposition: What value?
- Reason to believe: Why? How?
Unique Value Proposition
A unique value proposition (UVP) is a concise statement that clearly communicates the unique benefits or advantages that a product or service offers to its target audience.
PoP + PoD
PoP
- Category (establish belonging in the category)
- Competitive (Negate competitor’s POD; break-even on important associations)
- Vertical differentiation (stress superiority on PoPs)
PoD
Unique attributes, benefits, or associations that customers believe they can’t find in competing products.
They can:
- Functional: performance-related
- Abstract: Image-related
- Horizontal differentiation: Based on unique attributes
Success criteria of the UVP
Relevance; Differentiation; Credibility
Claims Laddering
A marketing technique used to build a strong and persuasive unique value proposition (UVP). It involves taking a core benefit statement and expanding it from the functional to the abstract.
Features => Benefits => Values
How did Cialis determine its UVP?
Assessing the value of different product attributes for different segments and determining where Cialis can excel compared to competitors.
Who should Cialis target?
Patients, because it’s them who mostly bring the issue up with doctors.
Did Cialis use a pull or push strategy?
Cialis used horizontal positioning and a pull strategy.
