Positioning Your Product or Service

Learn a six-step framework for honing your market positioning. Find the elements that resonate most with customers, create positioning statements, and validate your work.

How do your customers see you? Market positioning is at the intersection of your offering and your customers—a promise you make in messaging and customer perceptions of how well you deliver on that promise. This course provides a six-step framework for honing your positioning. Find the elements you deliver that resonate most with customers, use starter wording templates to create positioning statements, and validate your work with seven key criteria. Multiple examples are discussed throughout—including how poor repositioning of one of American’s best-known brands damaged the company. Workshop exercises guide you through creation of positioning statements that will form the basis of your marketing and messaging strategy at launch and beyond.This course was created by EntrepreneurNOW. We are please to offer this training in our library.

Introduction

• Positioning is about your customer's point of view

1. Positioning for Success

• What investors are looking for
• Ben and Jerry's: Case study
• Keys to success

2. Position Your Product or Service

• How do you want customers to see your product or service?
• Step 1. Create meaningful attributes, part 1
• Step 1. Create meaningful attributes, part 2
• Step 1. Create meaningful attributes, part 3
• Viking Cruises case study
• Step 2. Custom attributes
• Step 3. Evaluate and rank attributes
• Step 4. Evaluating positioning rankings
• Step 5. Positioning of your attributes
• Step 6. Your positioning statement
• Common mistakes

3. Position Your Product or Service Workshop

• Position your product or service in action