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    S b

    BUSINESS TO BUSINESS SERIES

    owerful Product Positioning

    trategic Market Planning for usiness growth and market leadership.

  • Powerful Product Positioning AlphaPlan 2

  • AlphaPlan 3

    Second Edition March 2004 Copyright  2004, by AlphaBrand Strategies, Inc. All rights reserved. Printed in the United States of America. No part of this document may be used or reproduced in any manner whatsoever without written permission except in the case of brief quotations embodied in critical articles and reviews. AlphaBrand Strategies, Inc., 7685 Safari Circle, Colorado Springs, Colorado 80920, USA alphabrand.com

  • Powerful Product Positioning AlphaPlan 4

    Table of Contents

    WELCOME TO ALPHAPLANS !..........................................................................................6

    WORKSHOP OVERVIEW AND OBJECTIVES .................................................................7

    HOW TO GET MAXIMUM BENEFIT .................................................................................8

    LESSON 1: YOUR CUSTOMERS........................................................................................11

    WHO DO YOU SERVE? .......................................................................................................12

    WHAT CRITERIA IDENTIFIES THEM?..........................................................................13

    WHAT CRITERIA IDENTIFIES YOUR CUSTOMERS? ................................................14

    ESTABLISHING YOUR TARGET AUDIENCE................................................................15

    WHO IS? WHO ISN’T?........................................................................................................16

    CUSTOMER DECISION DRIVERS....................................................................................17

    WHAT PROBLEM DO YOU SOLVE?................................................................................18

    WHAT VALUE DO YOU PROVIDE?.................................................................................19

    IDENTIFY KEY VALUE PROPOSITIONS........................................................................20

    COMPARISON WITH KEY COMPETITORS ..................................................................21

    RANKING CUSTOMER PRIORITIES...............................................................................22

    CRITICAL MESSAGES........................................................................................................23

    LESSON 2: FOCUS AND STRENGTH ...............................................................................24

    FOCUS KEEPS YOU OUT OF THE DITCH......................................................................25

    NARROW YOUR FOCUS.....................................................................................................26

    WHERE ARE YOU FOCUSED? ..........................................................................................27

    DO’S AND DON’TS ...............................................................................................................28

    LESSON 3: MARKET POSITIONING................................................................................29

    NOTHING BUT THE BEST! ................................................................................................30

    WRITING YOUR EPITAPH.................................................................................................31

    LEADERSHIP POSITION ....................................................................................................32

    MAPPING STRENGTHS ON THE VALUE GRID............................................................33

  • AlphaPlan 5

    QUALITY LEADER ANALYSIS ......................................................................................... 34

    PRICE LEADER ANALYSIS ............................................................................................... 35

    TECHNOLOGY LEADERSHIP ANALYSIS...................................................................... 36

    SERVICE LEADER POSITIONING ANALYSIS .............................................................. 37

    SELECTION LEADER ANALYSIS .................................................................................... 38

    MARKET SHARE LEADER ANALYSIS ........................................................................... 39

    AFFILIATION LEADERSHIP ANALYSIS........................................................................ 40

    CREATING YOUR MARKET MODEL ............................................................................. 41

    LESSON 4: COMPELLING MESSAGES ........................................................................... 42

    START WITH YOUR CUSTOMERS IN MIND................................................................. 43

    SUPPORTING MESSAGES.................................................................................................. 44

    DEVELOPING COMPELLING MESSAGES .................................................................... 45

    HOW TO DEVELOP YOUR VISION STORY................................................................... 47

    BUILDING YOUR VISION STORY.................................................................................... 49

    LESSON 5: TAKE ACTION!................................................................................................ 53

    TURN YOUR INSIGHT INTO ACTION! ........................................................................... 54

    ALPHABRAND STRATEGIES BUILDS BUSINESSES ................................................... 56

    EVALUATION: POWERFUL PRODUCT POSITIONING.............................................. 57

  • Powerful Product Positioning AlphaPlan 6

    Welcome to AlphaPlans ! Welcome to AlphaPlans. If this is the first time you’ve used an AlphaPlan let me take a minute and provide an orientation for what you can expect. If you’re familiar with AlphaPlans—skip this page and go directly to Get Maximum Value in page 7 because we don’t believe in wasting time.

    Save thousands and accelerate new ideas AlphaPlans give you the same tools and techniques consultants use. They are practical tools not theoretical reading. AlphaPlans create knowledge and solve problems … Do the work. Get the answers. Take action! Your results create powerful new strategies and insights to help grow your business into a market leader.

    You can do the work independently to turbo-charge your marketing programs. Or, you can use the AlphaPlan in conjunction with a Marketing Consultant or Marketing Company to focus and streamline your efforts. In both cases, you can save thousands of dollars on consulting fees and accelerate the execution of new ideas and strategies.

    Proven methodologies and tools AlphaPlans were developed to help small and medium-size businesses address the unique challenges of today’s environment. AlphaPlans provide insight, create knowledge and produce action on a specific, critical aspect of your business. They are highly focused and give you the ability to apply the same proven methodologies and tools used today by many leading experts. The process, perspectives and exercises give small and medium-sized businesses a guaranteed path to the right answers to the specific topic addressed.

    The AlphaPlan begins with an overview of how you can achieve maximum benefit from the tool. Material and exercises are presented in individual sections. Each section begins with an introduction to the topic and provides insight and perspective to help you successfully complete the subsequent exercises. Careful completion of the exercises will enable you to create a specific set of tools to help you develop and execute actionable strategies. Finally, Each AlphaPlan concludes with advice, ideas, tips and instructions on how you can use what you have just completed to make changes and create performance improvements RIGHT NOW!

    Continuous value You can use the AlphaPlan over and over again for multiple products and services, for this year and for years to come. The depth of your analysis will vary depending on the type of information available to you.

    • Personal knowledge • Primary research • Professional advice • Team analysis • Published information • Individual instinct and intuition

    The more you use it the more valuable the work becomes. In addition, you can use the AlphaPlan to continuously develop deeper understandings by revisiting the exercises as you obtain new knowledge and deeper insight into your market place.

  • AlphaPlan 7

    Workshop Overview and Objectives Effective positioning creates a distinct place for your company and its products in the minds of your target market. It presents your key value propositions (KVP) in terms that differentiate you from your competitors, and stakes your claim as the clear leader in a viable market segment.

    Powerful Product Positioning gives you an effective new tool to successfully position your company’s products and services. When you successfully complete the process you will clearly understand what’s important to your customers and how you will articulate your unique ability to meet their needs. If you do the work (complete the exercis