When an organization is thinking about launching a new product or service, or entering a new market, it is essential to define a positioning statement. How do you want the segment you are targeting to perceive you? In order to avoid confusion along the way, some companies decide to make a “positioning statement.” That is, they write in a short paragraph how they want to distinguish themselves from the competition.
A useful format for writing a positioning statement is as follows:
For (segment) (brand name), it is (point of differentiation) among (competition) because (reason to believe).
Let's analyze the elements of this format:
Segment: This is the description of the group with which you want to australia number for whatsapp position the brand.
Point of differentiation: That characteristic that makes you stand out from the competition. It is not about describing the complete value proposition, but rather you want to position yourself based on what distinguishes you. It is essential that this attribute that you define is something valued by the segment
Competition: Define your competition. If you indicate that you are different in some way, you must explain who you are different from.
Reason to believe: It's not enough to simply declare that your product is good. You must provide an argument or support! For example, a toothpaste may claim to be the best at preventing cavities, and a reason to believe may be the endorsement of a dental society. Or a supermarket chain may position itself as having the lowest prices, and a reason to believe is the promise that if you find lower prices, they will refund you 200% of the difference.
This positioning statement is not a slogan or something to display externally. It is an internal strategic definition, which can guide a number of tactical marketing decisions. For example, pricing should be consistent with the segment you are targeting and the differentiation you are stating. Or an advertising campaign could focus on highlighting the attributes that differentiate you.