Positioning Strategy & Statement

Question 1

Define the positioning strategy

Answer 1

multi aspected beast. can be the product (usually engineering companies), the price v quality ratio, usage or application others cannot match, category, product users, competition, cultural symbols.

Question 2

Name the 10 positioning strategies

Answer 2

1. product features
2. design and style
3. experiential stimulation
4. values and personality
5. user image
6. price
7. saliency
8. channel choice
9. customer service
10. customer intimacy

Question 3

Name an example of the product features positioning strategy

Answer 3

Dyson, Tesla

Question 4

Name an example of the design and style positioning strategy

Answer 4

Bang & Olufsen, Aston Martin

Question 5

Name an example of experiental stimulation positioning strategy

Answer 5

hagen dasz, magnum

Question 6

Name an example of the values/personality positioning strategy

Answer 6

bertolli

Question 7

Name an example of the user image positioning strategy

Answer 7

harley davidson

Question 8

Name an example of price positioning strategy

Answer 8

colruyt, aldi usa

Question 9

Name a saliency positioning strategy

Answer 9

coca cola, converse

Question 10

name a channel choice positioning strategy

Answer 10

eves rochet

Question 11

name a customer service positioning strategy

Answer 11

enterprise car rental

Question 12

name a customer intimacy positioning strategy

Answer 12

apple

Question 13

what is the objective of a positioning strategy?

Answer 13

competitive and optimal

Question 14

what elements are needed to create a positioning statement?

Answer 14

Defining and communicating a competitive frame of reference
Choosing and defining POD’s and POP’s

Question 15

How can a competitive frame of reference be defined and communicated?

Answer 15

Define the category
know which products or set of products your brand is competing with
tell the consumer which goals they can achieve by buying and using the product

Question 16

Name the 3 desirability criteria of POD’s

Answer 16

Relevance: target consumers must find the POD important and personally relevant
Differentiating power: target consumers must find the POD superior and differentiating from competition
Credibility: a brand has to give a convincing and credible reason why consumers should choose for that brand

Question 17

What is the criteria for transferability of POD’s?

Answer 17

Feasibility: is the company able to create the POD in real life?
Easy to communicate: what are the perceptions of the brand and the resulting brand associations of consumers?
Durability (sustainability): is the positioning defensible and difficult to attack?

Question 18

What should the positioning be?

Answer 18

differentiating and desireable that only your brand can offer the consumer

Question 19

What is a positioning statement?

Answer 19

marketeers attempt to summarise the positioning strategy in 1 sentence

Question 20

What is the result of a positioning statement?

Answer 20

forces to make decisions
all stakeholders must agree upon this
work instrument to keep going a direction that is differentiating, unique, and desireable for customers.
clear structure

Question 21

What is the AIDA model?

Answer 21

Tracks the customer journey through awareness interest desire and action