Product PositioningProduct Positioning
Step 2: Understanding the Components of Positioning
Essential Elements of Brand Essential Elements of Brand PositioningPositioning
Consumer NeedsTarget GroupCompetitive FrameworkBenefitReason WhyBrand CharacterValue-Based Payoff
Consumer NeedsConsumer Needs Element Element
Needs can be exemplified in two ways:Utilitarian Needs
Physical or functional needs that emphasize objective, tangible attributes of products
Hedonic needsPsychographic or emotional needs characterized
by subjective, experiential benefits of products
Utilitarian Needs: ExamplesUtilitarian Needs: Examples
The need to satisfy my hunger, thirst
The need for safe shelter
The need for reliable transportation
The need for an organized work environment
Hedonic Needs: ExamplesHedonic Needs: Examples
The need for acceptance
The need to trust and be trusted
The need to be recognized for one’s accomplishments
Competitive FrameworkCompetitive Framework ElementElement
The competitive framework provides a grouping of like products with which our product competesDirect & indirect competitors
Requirement: Framework must be consistent with the brand’s main benefit.
BenefitBenefit Element Element
Encapsulates the most meaningful product difference between our brand and the competitors
Benefit must be consistent with the product’s physical attributes
Reason WhyReason Why Element Element
Element that adds credibility to the main benefit by emphasizing supporting rationale intrinsic to the brand
Makes a connection between those attributes that support the benefit(s) promise
Brand CharacterBrand Character Element Element
Element that addresses who your brand is.
The personage or personality of your specific brandComplexionTemperamentSpirit/Soul
TheThe Value-Based Value-Based Payoff Payoff
The element that captures the value associated with the benefit promise
Recall: Essential Elements of Recall: Essential Elements of Brand PositioningBrand Positioning
Consumer NeedsTarget GroupCompetitive FrameworkBenefitReason WhyBrand CharacterValue-Based Payoff
When The Components are In When The Components are In PlacePlace
Once all components are in place, the positioning statement can be formulated
Statement partsStatement parts
To (specify target market) who need (specify need)
(brand name) is the (competitive framework) brand
that (state the benefit(s)).
The reason is because (state the “reason(s) why”).
Statement (cont.)Statement (cont.)
The brand personality is (specify personality characteristics).
The value-based payoff is (specify).
Example1 (Sundell, Example1 (Sundell, Oretsky,Masters)Oretsky,Masters)
To college students who need an inexpensive meal to get them through afternoon classes, Campbell’s soup is the brand of canned soup that gives you a quick and tasty meal. The reason is that 1) it requires minimal preparation time and 2) is ready to heat and eat.
The brand character is versatile and on-the-go.
The value-based payoff is empowerment.
Example2 (Foster, Gruse, Example2 (Foster, Gruse, Demers, Bennett, Carlson)Demers, Bennett, Carlson)
To senior citizens who need a simple, healthy meal without the fuss of preparation, Campbell’s soup is the “quick meal” brand that gives you a healthy meal and preparation convenience. The reason is that it is low in cholesterol and ready-to-eat.
The brand character is caring. The value-based payoff is security and
empowerment.
Example3 (Dussuyer, Beam, Example3 (Dussuyer, Beam, Abbott, Zwolinski)Abbott, Zwolinski)
To young couples (“youples”) who need meals to accommodate the fact that they are “eating on a budget,” Campbell’s brand soup provides you with an affordable, yet nutritious meal. The reason is because it sells for less than the price of dinner for two out and it contains vitamins, iron and protein.
Example 3 (cont.)Example 3 (cont.)
The brand character is steamy and romantic.
The value-based payoff is self-direction and security.
Example4 (Tony, Patel, Catone, Example4 (Tony, Patel, Catone, Jacobsen)Jacobsen)
To business people who need a quick, fast lunch, Campbell’s soup is the fast-food alternative that gives you a quick, tasty meal in the middle of the work day. The reason is because it 1) is ready to eat, 2) takes minimal preparation, and 3) is microwavable.
The brand character is reliable, helpful. The value-based payoff is accomplishment.
The positioning statement provides the basis for the communication strategy
The communication strategy statement specifies what the focus of marketing communications should be
Communication Strategy Communication Strategy TemplateTemplate
Convince: (Target Audience)
That: (Product Benefit based on a Competitive Framework)
Because: (Reason Why)
Specify the Brand Character, V-B Payoff
Positioning ExamplePositioning Example
To business people who need a quick, fast lunch, Campbell’s soup is the fast-food alternative that gives you a quick, tasty meal in the middle of the work day. The reason is because it 1) is ready to eat, 2) takes minimal preparation, and 3) is microwavable.
The brand character is reliable, helpful. The value-based payoff is accomplishment.
The Communication StrategyThe Communication Strategy
Convince: business people who need a quick, fast lunch
That: Campbell’s soup is the fast-food alternative that gives you a quick, tasty meal in the middle of the work day
Because: it is ready to eat and takes minimal preparation.
Communication Strategy (cont.)Communication Strategy (cont.)
The brand character is reliable, helpful.
The value-based payoff is accomplishment.