POSITIONING

Rommel Erwin Q. Anca, Lpt, MAEd

Topic Outline

Positioning-Definition

Perceptual Mapping & Positioning

Dimensions

Positioning Statements; Evaluating

Positioning Statements and Repositioning
refers to the development of strategy that helps
to influence how a particular market segment
perceives a brand, good, or service in
comparison to the competition. Positioning is all
about defining a space in the mind of the
customer — something that your customer
thinks of and associates with your product. Positioning
Market positioning refers to the process of
establishing the image or identity of a brand or
product so that consumers perceive it in a
certain way. For example, a car maker may
position itself as a luxury status symbol.
 Perceptual mapping is a graphic display
explaining the perceptions of customers with
relation to product characteristics. Perceptual
mapping is a diagrammatic technique used by Perceptual Mapping
marketers in an attempt to visually display the & Positioning
perceptions of customers or potential customers. Dimensions

Positioning is facilitated by perceptual mapping

to determine the ideal points of consumers. This
helps to determine if positioning should be
functional, symbolic, or experiential. Strong
positioning will enable a single product to appeal
to different customers for different reasons.
Positioning Statements
– After marketers work through the process of
homing in on the best positioning strategy, they
arrive at the final step: the positioning statement.
The positioning statement reflects everything
you’ve learned up to that point about how your
product, service, or brand can best reach your
target segment. As a statement, it explains exactly
how you plan to provide value to those target
customers. In effect, it’s a short, persuasive
argument.
 Positioning Statements
Typically, a positioning statement is one sentence that
succinctly identifies the target market and spells out what you
want them to think about your brand. This statement should
include 1) the target segment, 2) the brand name, 3) the
product/service category or frame of reference in which you are
establishing this market position, 4) the key points of
differentiation, and 5) the reasons customers should believe the
positioning claims.
 Crafting the Positioning Statement
■ To [target audience], Product X is the only [category or frame of reference]
that [points of differentiation/benefits delivered] because [reasons to believe].
■ The parts of the formula supplied by you (the marketer) are as follows:
• The “target audience” is a brief description of the segment you’re targeting with this
positioning strategy. For example: young urban males, managing partners in law firms,
or small business owners in the Pacific Northwest.
• “Product X” is your product, service, or brand name.
• The “category or frame of reference” is the category of products or services you’re
competing in. For instance: spectator sporting events, virtual assistant services,
or employer 401K benefit plans.
• The “points of differentiation/benefits delivered” explains both what problem you solve
and how you solve it in a different and better way than competitors. It highlights the
competitive advantage(s) underpinning your positioning strategy. Be sure to explain not
just what is different about you, but why customers care about that difference.
• The “reasons to believe” are any proof points or evidence that show your customers
how you live up to your claims about how you are different and better.
Let’s look at some examples of well-
written positioning statements:
AMAZON (circa 2001, when it sold primarily books)
■ For World Wide Web users who enjoy books, Amazon is a retail bookseller that provides instant
access to over 1.1 million books. Unlike traditional book retailers, Amazon provides a
combination of extraordinary convenience, low prices and comprehensive selection. (“Figuring
Out…”, 2014).
Evaluating Positioning Statements
■ How do you know when a positioning statement is going to be
effective? Obviously, positioning statements should contain all the
elements in the formula above, since that information is needed to
translate the positioning strategy into a well-developed marketing
mix.
– Is it tailored to the target market? 
– Is it simple, focused, and memorable?
– Does it provide an unmistakable picture of your product, service, or
brand?
– Can you deliver on the promise you make?
– Does it provide helpful direction for designing the marketing mix and
other decisions?
Repositioning
Positioning is a powerful tool, but when you position a product,
service, or brand, the world doesn’t stand still. Market conditions
change. Your customers and competitors change. You change.

Positioning should be designed to last. But for most offerings,

you’ll eventually need to revisit your positioning strategy and consider
whether to make adjustments. This process has a very logical
name: . In some ways, repositioning is more challenging than initial
positioning because you’re building on prior established work, trying
to strengthen what’s working and fix what isn’t—it’s a bit like
remodeling an old house instead of building one from scratch.
References
■ Berner, R. (2007). Chanel’s American in Paris. BusinessWeek, 70–71.
■ Kelley, L. and Jugenheimer, D.W. (2015). Advertising Account Planning:
Planning and Managing an IMC Campaign (3rd ed.). Routledge.
■ Figuring Out The Delicate Art Of Positioning Your Startup. (2014, August 25).
Fast Company. http://www.fastcompany.com/3034721/hit-the-ground-
running/figuring-out-the-delicate-art-of-positioning-your-startup.
■ Positioning templates. (n.d.). EquiBrand Consulting.
http://equibrandconsulting.com/templates/positioning-templates.
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