This document provides an overview of a presentation on market strategy and product positioning. It discusses identifying customer needs through segmentation, developing a unique selling proposition (USP) to differentiate a product, and formulating a positioning statement. Examples are given of well-known USPs and how understanding customer insights can strengthen positioning. The workshop aims to help participants define positioning for their own products or services through group exercises analyzing target segments and developing marketing plans.
33. Marketing Guru Dan Kennedy says…
PRODUCT POSITIONING
• A USP answers the question “Why should I choose to do
business with you, over all the other choices I have,
which included the choice of doing nothing at all?”
37. Are we sure we know it all?
DAILY4TWO STORY
Deep understanding of consumer needs, wants and desires…
Product Idea addressing the identified needs
Distinct positioning
Consumer value-based pricing
Solid business case
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44. Define the positioning statement for your
product/service
WORKSHOP OBJECTIVE AND EXPECTED OUTCOME
1 Define your consumer segment
2 Validate your product idea based on your target consumer segment
3 Define your product USP
4 formulate your value proposition and define your product positioning
5 Start developing a marketing and commercialization plan of your
product idea
45. How to organise yourselves in the team
• Work on the two first exercise (Mood boards and COB) as a whole team, to
anchor the understanding, definition and values of your target segment in
the whole team.
• After that, divide your team into 2 sub-groups working each in paralell on
the following items:
• GROUP 1: USP definition and positioning statement formulation
• GROUP 2: Initial marketing and communication plan
PRODUCT POSITIONING WORKSHOP