1. Writing A Positioning Statement Alvin Tsoi Berliana Situmorang Grace San Pedro Grace Sumera Ateneo Graduate School of Business August 6, 2010

2. Outline:Positioning Statement FAQs What is a positioning statement? Why is a positioning statement important? What, Why, How to write a positioning statement?

3. FAQ #1:What is a Positioning Statement? Description of the target market and How the marketer wants them to view the brand http://www.brandeo.com/positioning+statement

4. FAQ # 2:Why is a Positioning Statement Important? To bring clarity and focus to the development of a marketing strategy. To communicate a brand position. http://www.brandeo.com/positioning+statement

5. FAQ #3:How to Write a Positioning Statement? 4 Parts Target group and need Brand Concept Point of Difference

6. FAQ #3:How to Write a Positioning Statement? Example: Palm Pilot To busy professionals who need to stay organized (target group), Palm Pilot (brand) is an electronic organizer (concept) that allows you to back up files on your PC more easily and reliably than competitive products (point of difference).

7. FAQ #3:How to Write a Positioning Statement? Example: Mountain Dew To young, active soft-drink consumers who love adventure, Mountain Dew is the soft drink that gives you more energy than any other brand.

8. Summary:Writing A Positioning Statement Incorporate the 4 Parts in Your Statement To effectively communicate your Brand Positioning

9. Writing A Positioning Statement Alvin Tsoi Berliana Situmorang Grace San Pedro Grace Sumera Ateneo Graduate School of Business August 6, 2010