A position statement is not a tagline because the audience is different; for a position statement, you are addressing company stakeholders versus a tagline is addressing customers.The tagline is a "translation" of the position statement into words that will have maximum effect on the customer.
Stp positioning - 11-13
SEGMENTATION TARGETING POSITIONING29th July 2011
Result of “Positioning” Creation of “Customer - focused Value Proposition” Target Value Brand Benefits Customers Proposition Watch football at Convenience Delivery, Good home while Domino’s Pizza minded Pizza quality gorging on home lovers delivered pizza Small car A Spacious, consumers who Tata Indica Spaciousness small car without want a more extra costs spacious vehicle
Positioning Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
POD’s Points of Difference “Attribute or benefit that cannot be found to the same extent with a competitive brand” Apple- Nike- Performance Lexus-Quality Design
POP’s Points of Parity “Associations not necessarily unique to a brand, might be shared with other brands” “Designed to negate competitors POD”
Category Membership Lakme - Raymonds- TCS- Cosmetics Men’s formal wear IT Consulting firm WHY ? Introduction of new products
Approach to Positioning 1) Inform a Brand’s category membership 2) State its POD
Choosing POPs & PODs Decide on which level to anchor the brands PODs More Brand Values Attractive Softer Skin Brand Benefits One Quarter Brand Attributes cleansing milk
Positioning Statement To communicate a company or brand positioning “To 16-18 year old males, who embrace excitement, adventure and fun, Mountain Dew is the great tasting carbonated soft drink that exhilarates like no other because it is energizing, thirst quenching, and has a one of a kind citrus flavor.”
Positioning Statement Structure To (target group and need), our (brand) is (the concept/category membership) that (what the point-of-difference is or does) because (reason).