3.2.2 Crafting an Impactful Positioning Statement¶
Components of a Positioning Statement¶
1. For Whom, For When, For Where¶
- Description of the Target Segment:
- Define who the product is intended for.
- Specify the scenarios or contexts in which the product will be used.
- Example: "For moms who want to preserve memories."
2. What is the Value?¶
- Unique Value Proposition:
- Highlight the primary value or benefit the brand provides to the target audience.
- Example: "Pickdeck is a simple cell phone feature that automatically transfers photos to your desktop."
3. What and How?¶
- Evidence of the Value Proposition:
- Provide logical arguments, scientific data, testimonials, or other evidence to support the claims.
- Show how the target segment can access and benefit from the value offered.
- Example: "Pickdeck prevents photos from accumulating on your phone by seamlessly transferring them."
4. Relative to Whom?¶
- Benchmark Against Competition:
- Explicitly describe the competitors or alternatives available in the market.
- Establish a frame of reference for consumers to understand how the product is different.
- Example: "Unlike traditional USB card, Bluetooth, or MMS services."
5. Statement of Differentiation¶
- Why it Stands Out:
- Communicate why the product is unique or superior to competitors.
- Example: "Voss offers the purest and most distinctive drinking experience because it derives from an artisan source in Southern Norway and is packaged in a stylish iconic glass bottle."
Examples of Positioning Statements¶
1. Pickdeck:¶
- Target: "For moms who want to preserve memories."
- Product/Service: "Pickdeck is a simple cell phone feature."
- Value: "It automatically transfers photos to your desktop or laptop."
- Competition: "Unlike traditional USB card, Bluetooth, or MMS services."
- Benefit: "Your cell phone photos won’t accumulate for months."
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