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/positioning+statement

FAQ #3:How to Write a Positioning Statement?

• 4 Parts1. 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