The document discusses marketing strategies, providing questions to help define an ideal target customer, their aspirations and obstacles, how to position a product differently than alternatives, and how to craft a value proposition statement. It notes that in 2011, aspirin sales in the US were $2.4 billion while vitamin sales were $540 million, and includes questions about customer characteristics, deeper customer motivations beyond surface wants, and how a company or product is different in terms of what it is, does, and how and for whom it provides value.

3. Aspirin or Vitamin?

4. Aspirin or Vitamin?
$2.4 billion vs. $540 million
Source: 2011 U.S. sales reported by groceries to Symphony/IRI Group, Chicago

5. Who is your ideal
customer?
Key characteristics
Gender, age, occupation, location, income
level, habits, preferences, values, goals, an
d wants

6. What are your
ideal client’s
aspirations?
Surface: (e.g. Red Rider BB gun)
Deeper: (e.g. coolest kid on block)

7. What obstacles stand
in your Ideal client’s
way?
In their words, not yours!

8. POSITIONING:
What makes you different?
What We
Are
What We
Do
How We
Do it
Who We Do
It For
Why We
Do It
Tangible Intangible

9. PUT IT ALL TOGETHER
For: (target customer)
Who is dissatisfied with: (the current alternative or status quo)
We are: (state your category and difference)
That provides: (key problem solving capability)