Writing A Positioning Statement

Alvin Tsoi

Berliana Situmorang

Grace San Pedro

Grace Sumera

Ateneo Graduate School of Business

August 6, 2010

Outline:

Positioning Statement FAQs

• What is a positioning statement?

• Why is a positioning statement important?

• What, Why, How to write a positioning

statement?

FAQ #1:

What is a Positioning Statement?

Description of the target market

and

How the marketer wants them to view

the brand

http://www.brandeo.com/positioning+statement

FAQ # 2:

Why is a Positioning Statement

Important?

To bring clarity and

focus to the

development of a

marketing strategy.

To communicate a

brand position.

http://www.brandeo.com/positionin

g+statement

FAQ #3:

How to Write a Positioning

Statement?

• 4 Parts

1. Target group and need

2. Brand

3. Concept

4. Point of Difference

FAQ #3:

How to Write a Positioning

Statement?

• Example: Palm Pilot

To busy professionals who need to stay

organized (target group), Palm Pilot (brand)

is an electronic organizer (concept) that

allows you to back up files on your PC more

easily and reliably than competitive products

(point of difference).

FAQ #3:

How to Write a Positioning

Statement?

• Example: Mountain Dew

To young, active soft-

drink consumers who

love

adventure, Mountain

Dew is the soft drink

that gives you more

energy than any other

brand.

Summary:

Writing A Positioning Statement

• Incorporate the 4 Parts in Your

Statement

• To effectively communicate your

Brand Positioning

Writing A Positioning Statement

Alvin Tsoi

Berliana Situmorang

Grace San Pedro

Grace Sumera

Ateneo Graduate School of Business

August 6, 2010