1. This programme has been funded with
support from the European Commission
Positioning strategy
MODULE 2 -
Positioning
"The support provided by the European Commission for the production of this publication does not constitute
an endorsement of its contents, which reflects the views only of the authors, and the Commission cannot be
held responsible for any use which may be made of the information contained therein.

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BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
Contents
Positioning
The 2 aspects of
the positioning
Building its
positioning
Why position
your offering
3.1 Recognition
3.1 Distinction
4.1 From the
positioning to
the marketing
strategy

3. BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
1 - Positioning
Positioning or taking stand is a marketing strategy
based on consumer and competitive analysis.
You have segmented your market
You identified the competition's offerings
To come out of being anonymous, you have
to position yourself (take a place) in the consumers' heads.

4. BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
To do so, your company must respond to the needs, demands and habits of
consumers.
The 5 Characteristics of a good positioning :
1 - Clarity
Consumers need to have an immediate and clear understanding of your market
positioning.
2 - Relevance
Being in the right place at the right time - Finding the positioning that will generate
maximum sales
Having a "good" positioning

5. BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
3 - Credibility
The credibility of your company depends on the credibility of your communications,
your presence on the web and the value you bring to your customers.
4 - Originality
An innovation in the product, service, reception, decoration, packaging, ...
5 - Profitability
Efficient positioning pays off
If your business is not profitable your positioning is bad.
Having a "good" positioning

6. BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
The consumer must be able to identify the product within the range of similar
products and clearly differentiate it from other products offered by competitors in
your market.
Example: After market research on a group of young executives, I have noticed a
strong demand at lunch time for light meals made up with fresh and organic
products through short chains. I decide to launch a salad bar offering a choice of
seasonal and organic products. The presence of a brasserie offering salads is not
embarrassing because it is not the same positioning (non-organic) nor the same
target.
2 - why position your offering
Taking a position means answering the question of which promise will
be given to the consumer.

7. BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
2 -Why take a stand?
To stand out from the others!
En quoi votre entreprise est différente aux autres
dans votre secteur d'activité ? Voilà quelques idées …
o Cuisine métissée, “Food fusion”, …
o Végétarien, Vegan, Poisson, Viande, ...
o Produits locaux, frais, de saison
o Produits issus de la culture raisonnée – Labellisés
o Traçabilité des produits Agriculteurs de proximité
(circuits courts)
o Carte, menu, …
o Commerce équitable
o Préparation sur place
o Heures d’ouverture, livraison,
o A consommer sur place, ou à emporter
o Ambiance, musique …

8. BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
3 - The 2 positioning aspects
1 - Identification
1 – Identification
What kind of product is it? Consumers
need to classify each product into a category
that is familiar to them.
Positioning is the set of salient and distinctive features of the product.
It is the image that the customer will have about your complementary products
and services. "I don't buy a product but what the product or service will do for
me".

9. BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
-
3 - The 2 positioning aspects
2 - Distinction
2 – Differentiation
What are the differences between my product and the competitors? You can draw up
your positioning :
o from a specialty you want to leverage.
o from a strong characteristic of your product and service offer a benefit for the
consumer.
o a specific way of consumption : this mode of consumption can be the place, the
time, the context, the way to use the company's services.
o of the targeted category of users.
o of the brand's imagination.

10. BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
4 -Building its positioning
To help you position yourself, start from your offering you have
started to shape based on market trends, the survey of your
competitors and the needs of your potential customers.
Your offer is made up of your products, services and your story
telling (Check module 3 communication).
market trends

11. BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
Use the following features to position your business :
Technical features :
Products from organic farming, product traceability (local producers, origin), fresh
and/or seasonal products, cooking method, gluten-free, vegan, vegetarian, spicy,
world cuisine (please specify)
And the commercial features :
Single dish, menu, à la carte, price, presentation, delivery or not, speed, online
ordering, which food container, ...)
4 -Building its positioning

12. BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
Psychological features :
Promise, product image, brand, concept, atmosphere, design, zero waste) elements
that can be found in an Objective section if you choose to insert such a section at the
beginning of the page.
The arrangements:
How does the consumer access it? Online ordering, delivery, local sales points (food
truck)
4 -Building its positioning
Un outil au service du positionnement : fiche produit/service

13. BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
4.1 From the positioning to the marketing strategy
Your offering is well defined, and you have positioned the product in regard to your
competitors.
All the signs of the positioning must be relevant (price, distribution, communication).
For example: in a Sandwich Bar - The customer chooses the composition of his sandwich
from seasonal products produced by organic farming - Large variety of special breads - The
producers are local - Personalized service….
This suggests a high price, selective retailing, appropriate communication, etc.
Concept + Originality + Quality + Traceability of products + Extended choice
=PREMIUM PRODUCTS

14. BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
Any marketing positioning will help you to set up your
mix-marketing
The toll is classically called the 4 P's
- Product (Product)
- Place (Distribution)
- Price (Price)
- Promotion (Advertising)
The 4Ps are a memory aid to help you overview the different
business vectors available for your company. The following
modules will help you build your business strategy.
4.1 From the positioning to the marketing strategy

15. BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
The 4 P's are currently challenged by the 4 C's, nowadays the digital society and new market
trends are directing studies more towards the consumer, cost, convenience and
communication which must be different with the new emerging technologies.
The Product is replaced by the Consumer
Price is replaced by Cost
Distribution is replaced by Convenience of Purchase
Promotion is replaced by the Communication
4.1 From the positioning to the marketing strategy

16. BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
Summary
Positioning defines your marketing tools and the way you
communicate.
Positioning will help you build your brand identity.
It is not enough to be competitive on product or price. Today's
consumers want something more. They are looking for
substance and often buy with emotion. That means creating a
memento MESSAGE (brand story) that is above and beyond
what you are actually selling.
Your target group, in relation to your positioning, must be at
the centre of your marketing strategy and communication
actions.