A positioning statement might appear simple but it is a well thought through process and a product of positioning in a marketing plan. Positioning is when the marketing department deliberates on the image they want to create and the direction they need to take in order to occupy a certain market. A positioning statement is the slogan that guides that direction. However, Positioning should not be confused with branding. Whereas, positioning identifies the target market and differentiates the product from competition, Branding on the other hand is about personality and the entire market perception about the product. Simply put, Branding helps drive the point in a positioning statement and product differentiation.
Crafting a positioning statement serves numerous purposes in a marketing department. Commits the marketing team to research and understand their target customer attributes and needs relative to the product.
A positioning statement enables a company’s marketing team to identify their product differently from the competing product and subsequently weigh on competitive pressure. A positioning statement informs the marketing team the appropriate communication channel that will effectively reach the target consumers.
Most importantly, a positioning statement helps the marketing team to convey the value added aspect of a product to the target market and what differentiates it from other similar products.
Drafting a positioning statement is part of a broader marketing plan that typically follows three steps namely segmentation, targeting and positioning. Market Segmentation – involves the marketing team grouping consumers into categories or segments. Target market – involves choosing one of the categories or segments to be the focus that will drive sales for a particular product.
There are four basic elements or components to a positioning statement – Target Audience, Frame of Reference, Benefit, Reason to Believe. It is good to encourage constructive criticism by the marketing team and subsequently incorporate the same to into drafting a positioning statement.
Once a positioning statement has been drafted it is better to leave it for a while, probably for a fortnight, and then the marketing team can later to evaluate it on certain criteria.
This template will primarily be useful to marketers when developing a marketing strategy. You can also use this template when defining the target market for your product. Sales analysts and sales managers can use this template when preparing a market situation analysis and the possibility of increasing the sales market.
Startups can use this template when preparing a marketing plan and identifying the ideal customer for a company’s new product. University professors can use the slides from this template when preparing courses in marketing or market analysis.
Positioning Statement is a professional and modern template that contains six stylish and fully editable slides. If necessary, you can change all the elements of the slide in accordance with your corporate requirements. This template will be useful for marketers, sales managers, startups, company executives. The Positioning Statement template will organically complement your presentations and will be a great addition to your collection of professional presentations.