This document discusses the concept of value and positioning in community-based social marketing. It provides examples to illustrate how to identify customer needs, product features that address those needs, and the unique benefits those features provide to the target audience. A strong positioning statement focuses on benefits rather than features or awareness, highlighting how an offering meets customer needs better than alternatives. For social marketing contexts, benefits-focused positioning provides the strongest basis for a value proposition by implying value from social and individual benefits of behavioral change. The document prompts developing value statements for reducing childhood obesity, gun violence, and texting while driving by identifying relevant behaviors, benefits, and positioning around those benefits.

1. WEEK 6
MKT 365

2. TOPICS
• Positioning statements for value
• Developing the community based
social marketing ‘product’

3. 10 STEPS
1. Conceptualize
2. Situational Analysis
3. Target Audience
4. Behavioral objectives and
goals
5. Barriers, Benefits and
Competition
6. Positioning Statement
7. Marketing Mix (4 p’s)
8. Monitoring and Evaluating
9. Budget
10.Implementation

4. STEP 6: POSITIONING
• Positioning is all about making the
targeted behavior appear attractive or
better than the alternative/competition
• Best way: Value-centered
• What is value?

5. • What is value
generally: How do
most people
define/perceive
value?
• How do marketing
professionals
define/perceive
value?
• Take 10 minutes with
your group to come
up with a definition
of value. Write it on
the blackboard.
DEFINE VALUE

6. VALUE
Value is the customer’s perception of the difference between
benefits of an offering and the costs. It can be measured like
this:
Value=Benefits-Costs
It is also the the measure of how much an offering is capable
of meeting a customer’s stated needs with features that
provide unique benefits. It can be measured like this:
Value=Needs+Benefits/Features

7. CRITICAL TO VALUE IS THE
NOTION OF FEATURES THAT
PROVIDE BENEFIT
• What features’ benefits
come from this offering?
• Is the provider uniquely
capable of delivering
those features’ benefits?
• Do the benefits match the
target audience’s needs?
• Value is created when
target audience needs are
met by (ideally) a unique
benefit.
• Why unique?

8. • Focused on the
customer and their
needs
• Gives customers a
specific reason to act
normally in a way that
is premised upon self-
interest
• Gives customers a
reason to choose an
offering over the
competition
• Customer is of primary
importance, not
features, price or
product
THE BEST MARKETING IS
BENEFIT DRIVEN

9. NEEDS ARE MET BY BENEFITS AND
FEATURES AND DIRECTED TO TARGET
AUDIENCES (NOT EVERYONE!)
NEED
• Utility/purpose
• Psychological/psy
chographic
• Social and/or
individual
FEATURE/BENEFIT
• Feature works in a
certain way
• Feature provokes
a specific feeling
• Feature provides
a shared good
instead of, or in
addition to. an
individual one

10. • What is the
need?
• Benefit?
• And to
whom is it a
benefit?
Why?
EXAMPLE 1

11. • Feature?
• Benefit?
• Target
audience?
EXAMPLE 2

12. • Feature
• Benefit
• Target
audience?
EXAMPLE 3

13. • Feature?
• Benefit?
• Target
audience?
EXAMPLE 4

14. • Feature?
• Benefit?
• Target
audience?
EXAMPLE 5

15. • Feature?
• Benefit?
• Target Audience?
• Effective?
EXAMPLE 6

16. • Feature?
• Benefit?
• Target
audience?
EXAMPLE 7

17. • Feature?
• Benefit?
• Target audience?
EXAMPLE 8

18. • Feature?
• Benefit?
• Target
audience?
EXAMPLE 9

19. • Feature?
• Benefit?
• Target
Audience?
EXAMPLE 10

20. • Feature?
• Benefit?
• Target
audience?
EXAMPLE 11

21. • Feature?
• Benefit?
• Target audience?
• Can every product,
concept or service
have value?
• What about when it
is unknown
(diffusion of
innovation model?)
EXAMPLE 12

22. • What are the benefits?
Take 15 minutes…
• Choose three brands
you
like/use/respect/admire
• Can you identify three
compelling benefits
that come from the
brands’
products/features that
shape your
perception?
• Think beyond features
or specific products to
benefits to you as a
consumer
BENEFITS ARE KEY!

23. HOW IS VALUE CONVEYED?
STRATEGICALLY?
• Positioning
• Value propositions/statements

24. VALUE
PROPOSITIONS/STATEMENTS/
POSITIONING
Steps:
1. Know the customer (NEEDS)
2. Know the product/service or idea
(FEATURES)
3. Why would the customer choose the
product/service or idea (BENEFITS)
4. Combine features and benefits with
needs in a concise, direct statement

25. EXAMPLE
• Categories/groups
• Three main groups:
• All benefits
• Favorable points of interest
• Resonating focus
• Lowe’s “Never stop improving”
• Why? Answer from Lowe’s CEO

26. • Pretty much the
same! Value is
derived from
benefits
• Positioning
becomes a little
more complex
since it can be
based upon
behavior,
barriers and
benefits
HOW DOES THIS LOOK IN
SOCIAL MARKETING
CONTEXT?

27. • Useful but limited to
increasing
awareness
• No inherent value
• Example: 311 for
carry-ons
BEHAVIOR FOCUSED
POSITIONING

28. • Helps overcome
fears or disinterest
or misperceptions
about time involved
but limited; Again,
no inherent value!
• Example: Recycling
as easy as 1,2, 3
BARRIERS FOCUSED
POSITIONING

29. • Strongest
• Value implied by
benefits (social
and/or individual)
• Basis for value
propositions
BENEFITS FOCUSED
POSITIONING

30. • Think of the
behavioral change
needs related to
ending childhood
obesity
• List three benefits of
ending childhood
obesity
• Thinking about those
benefits, craft a value
statement/positionin
g statement for
parents to change
their behaviors
CREATE ONE!

31. • Think about the negative
behaviors related to gun
violence (failure to lock
guns, using large ammo
clips, no background
checks at gun shows etc.)
• What are the benefits to
changing behaviors?
• Craft a value statement
related to reducing gun
violence
CREATE ANOTHER

32. • Behaviors
needed to
change texting
and driving?
• Benefits of that
change?
• Value statement
ONE MORE!