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1. Product
Positioning Strategies
Yo u r c o m p a n y N a m e

2. Content
01 Brand Positioning - Introduction
02 Positioning Strategy
03 Establish Brand Positioning
04 Brand Positioning Framework
05 Brand Positioning Model
06 Brand Positioning Statement
07 Brand Positioning Worksheet
08 Brand Positioning Chart
09 Brand Communication
10 Brand Repositioning
2

3. Product Positioning Introduction
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Brand
Personality
Symbols
FactsText Here
How The
Brand Makes
Me Look
What The
Product Does
For Me
How The
Brand Makes
Me Feel
How I Would
Describe The
Product
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
You can decide on the
basis of below mentioned
parameters how you
want to position the
brand in the minds of the
target audience.
3

4. Product Positioning Strategies
Clear Positioning
How you are different from the competitors
01
Key Message
Core message which is to be
communicated to the consumers
02
Touch Points
Things that remind the buyers of why the brand
serves them (Logos, online & offline marketing, colors)
03
BRAND
4

5. Establish Product Positioning (Option 1 of 2)
Company & Product Target Customers Key Benefits Price Value Proposition
Quality conscious
consumers of chicken
Tenderness 10% premium
Better chicken at
moderate prices
Safety- conscious
upscale families
Durability & safety 20% premium
Safest most durable
wagon
Convenience- minded
pizza lovers
Delivery speed & good
quality
15% premium
Good pizza delivered
promptly at your doorstep
with moderate prices
Evaluating the product
on the basis of
commonly used
parameters which can be
altered as per customer
requirements.
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6. Establish Product Positioning (Option 2 of 2)
Target Customers
Quality conscious
consumers of chicken
Safety- conscious
upscale families
Convenience- minded
pizza lovers
Key Benefits Tenderness Durability & safety
Delivery speed &
good quality
Price 10% premium 20% premium 15% premium
Value Proposition
Better chicken at moderate
prices Safest most durable wagon
Good pizza delivered
promptly at your doorstep
with moderate prices
Company & Product
Evaluating the product
on the basis of
commonly used
parameters which can be
altered as per customer
requirements.
6

7. Product Positioning Framework
What
Customers
Want
What
You have
to offer
What
Competition
has to give
Risky
Competitor positioning
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Ideal Positioning
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audience's attention.
Don’t even think about this
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7

8. Product Positioning Model
Purpose
Why your organization
does what it does as a
driver of Awareness,
Consideration,
Preference and Advocacy
Values
Who you and your people
are as a driver of
Awareness,
Consideration,
Preference and Advocacy
Process
How your organization
does what it does as a
driver of Awareness,
Consideration,
Preference and Advocacy
Product/Service
What your organization
does what it does as a
driver of Awareness,
Consideration,
Preference and Advocacy
Infrastructure
Where and/or When your
organization does what it
does as a driver of
Awareness,
Consideration,
Preference and Advocacy
More Emotional
and intangible
More Rational
and Tangible
Why Who How What Where/When
8

9. Create a Product Positioning Statement
Target Customer
What is the demographic and
attitudinal description of the
target group of customers
your brand is attempting to
attract & appeal
Market Definition
What category is your brand
competing in and what is
the context of the brand
Brand Promise
The most compelling unique
benefit to your target customers
that your brand can own in
comparison to others
Reasons to Believe
What is the most compelling
evidence that your brand
delivers on its brand promise?
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10. Product Positioning Worksheet
Industry Analysis
For Target Customers
Who Statement of need opportunity
Product Product or service
Because Statement of benefit
Competitor Analysis
Top 5 Brands
EST.
Sales
Points of
Differentiation
Perceived
Quality
Pricing
Value
Proposition
Core Brand
Message
EST. Marketing
Budget
You Brand
Competitor #1
Competitor #2
Competitor #3
Competitor #4
10

11. Product Positioning Chart
A B
C
DE
Quality
Value Proposition
Own Product A
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Competitor B
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capture your audience's attention.
Competitor C
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Competitor D
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Competitor E
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Move the circles and
the text boxes as per
your company’s
product quality and
value proposition.
11

12. Product Positioning Communication
Quality
DurabilityAuthenticity
Variety
Customer
Value
Easily
Available
24x7
Accessible
Moderate
Prices
Latest
Technology
Affordable
Personal
Service
Convenient
Choose the attributes
you want the brand
communicate to the
target audience
12

13. Product Repositioning (Option 1 of 2)
Segment
Oriented
Symbolism
Oriented
Niche-
Oriented
Value
Oriented
Celebrity
Oriented
Up-market
Technology
Change of
Image Oriented
You can reposition the
Brand in the market
on the basis of any of
the ways mentioned in
this slide.
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14. Product Repositioning (Option 2 of 2)
BRAND
Segment Oriented
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audience's attention.
Value Oriented
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Change of Image Oriented
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audience's attention.
Niche-Oriented
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Symbolism Oriented
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Up-market Technology
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audience's attention.
Celebrity Oriented
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audience's attention.
You can reposition the
Brand in the market
on the basis of any of
the ways mentioned in
this slide.
14

15. Product Positioning Strategies Icons Slide
15

16. 10 Minutes
Break
Coffee Time
12
1
2
3
4
5
6
7
8
9
10
11
16

17. Additional Slides
17

18. Clustered Column-Line
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2016 2017 2018 2019
Financial Years
Product 01
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
Product 02
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
Product 03
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
Product 01
Product 02 Product 03
18

19. Clustered Bar
$0 $20 $40 $60 $80 $100
2017
2018
2019
In Dollars
FinancialYears
Product 01
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
Product 02
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
Product 03
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
Product 01
Product 02
Product 03
19

20. Area Chart
Product 01
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
Product 02
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
Product 03
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DecNovOctSepAugJulJunMayAprMarFebJan
In Months
Product 01
Product 02 Product 03
20

21. Our Mission
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Vision
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Mission
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Goal
21

22. Meet Our Team
Name
Designation
Name
Designation
Name
Designation
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23. About Us
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Target Audiences
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Values client
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Preferred by many
23

24. Comparison
2018 2019
40%
20%
62%
51%
50%
75%
33%
40%
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25. Our Goal
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and capture your audience's attention.01
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and capture your audience's attention.02
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and capture your audience's attention.03
25

26. Financial
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$10 $50 $85
Minimum Medium Maximum
26

27. Location
30%
20%
25%
40%
Twitter
Gmail
Youtube
Facebook
25%
30%
40%
60%
Twitter
Gmail
Youtube
Facebook
China
United States
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28. Post it Notes
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29. Puzzle
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30. Target
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Target 01
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Target 02
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31. Venn
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32. Lego
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33. Mind Map
Think
Creative
Storm
Idea
Code Link
Mind
Visual
Brain
Vision
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34. Idea Generate
Idea
01
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Idea
02
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Idea
03
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35. Magnifying Glass
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36. Thanks for Watching!
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