writing a positioning statement v2
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Writing A Positioning Statement
Alvin Tsoi Berliana Situmorang
Grace San Pedro Grace Sumera
Ateneo Graduate School of Business
August 6, 2010
Outline:Positioning Statement FAQs
• What is a positioning statement?• Why is a positioning statement important?• What, Why, How to write a positioning
statement?
FAQ #1:What is a Positioning Statement?
Description of the target market
and
How the marketer wants them to view
the brand
http://www.brandeo.com/positioning+statement
http://www.brandeo.com/positioning+statement
FAQ # 2:Why is a Positioning Statement Important?
To bring clarity and focus to the
development of a marketing strategy.
To communicate a brand position.
FAQ #3:How to Write a Positioning Statement?
• 4 Parts1. Target group and need
2. Brand
3. Concept
4. Point of Difference
FAQ #3:How to Write a Positioning Statement?
• Example: Palm Pilot
To busy professionals who need to stay organized (target group), Palm Pilot (brand) is an electronic organizer (concept) that allows you to back up files on your PC more easily and reliably than competitive products (point of difference).
FAQ #3:How to Write a Positioning Statement?
• Example: Mountain Dew
To young, active soft-drink consumers who love adventure, Mountain Dew is the soft drink that gives you more energy than any other brand.
Summary:Writing A Positioning Statement• Incorporate the 4 Parts in Your
Statement
• To effectively communicate your
Brand Positioning
Writing A Positioning Statement
Alvin Tsoi Berliana Situmorang
Grace San Pedro Grace Sumera
Ateneo Graduate School of Business
August 6, 2010
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