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Writing a Positioning Statement Guide

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A positioning statement defines how a marketer wants a target market to view a brand by describing the target market and differentiating the brand. It brings clarity to marketing strategy and communicates the brand position. To write an effective positioning statement, it should include four parts: the target group and their needs, the brand, the product concept, and the point of difference from competitors. Incorporating these four parts clearly positions the brand.

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Writing A Positioning Statement Alvin Tsoi Berliana Situmorang Grace San Pedro Grace Sumera Ateneo Graduate School of Business August 6, 2010
Outline:Positioning Statement FAQs What is a positioning statement? Why is a positioning statement important? What, Why, How to write a positioning statement?
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
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
FAQ #3:How to Write a Positioning Statement? 4 Parts Target group and need Brand Concept Point of Difference
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).
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.
Summary:Writing A Positioning Statement Incorporate the 4 Parts in Your Statement To effectively communicate your Brand Positioning
Writing A Positioning Statement Alvin Tsoi Berliana Situmorang Grace San Pedro Grace Sumera Ateneo Graduate School of Business August 6, 2010

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Writing a Positioning Statement Guide

  • 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