How do your customers perceive your business? In what manner would you like them to do it? Product positioning revolves around the fundamental aspect of these two inquiries.
Market positioning is the intersection where your offering meets your customers. This includes the promise you make through messaging and how well customers believe you fulfill that promise. The objective is to carve out a unique niche in the market that captures the value you bring to your audience.
This course offers a six-step framework to help you refine your positioning. You'll analyze different aspects of your business to identify the elements that resonate most with customers, use starter wording templates, and validate your work using seven key criteria.
Throughout the course, various examples from product, technology, and service companies are discussed, including the detrimental effects of poor repositioning on a well-known American brand.
The workshop exercises will assist you in developing positioning statements that will serve as the foundation for your marketing and messaging strategy during and after your launch.
Refining Your Positioning for Optimal Results
To gain a thorough understanding of what investors seek in your positioning statement, let's delve deeper. Investors are keen to ascertain how your products or services will be perceived by your customers.
Drawing inspiration from the highly renowned brand Ben and Jerry's, we will explore their successful positioning strategy.
Join us as we explore the essential elements for crafting a remarkable positioning statement that will propel your business towards success.
The Positioning Framework
Introducing the Positioning Framework, which provides a step-by-step guide on how to effectively position your product or service. This section presents an easy-to-understand framework that takes you through the entire process.
Discover the various important attributes that can be utilized to position your business and learn how to apply them in this section. We will explore each attribute and demonstrate how to implement them in your own industry.
Explore real-life examples of successful positioning strategies, such as Viking Cruises, and gain insights from their business case study.
In addition to standard attributes, we strongly recommend creating custom positioning attributes that are specific to your industry. These unique attributes can add significant value to your customers and help differentiate your business from competitors.
Evaluate and rank your attributes to ensure that you leverage the most powerful ones that distinguish you from the competition. We'll assess how your attributes compare and utilize them to your advantage. Each selected attribute should be transformed into a compelling statement as part of your overall positioning strategy, as it will speak volumes about your brand.
Then it's time to craft your positioning statement. You can choose to write a single statement or create a bulleted list that reflects your positioning attributes. To ensure a strong positioning statement, we will review common mistakes made by entrepreneurs.
It's time to start writing, whether it's with a pen and paper or using your keyboard. Explore the Prep Worksheet that will help you articulate the vision for your product or service in your business plan. The key to achieving success lies in investing the necessary time to truly comprehend your business and be ready to manage it effectively. Utilize this workshop and Prep Worksheet to accomplish just that.
I suggest downloading this convenient course guide, which will assist you in navigating through the course and serve as a valuable reference for future use.
Who this course is for
- Start-Up Founders
- C-Suite Executives
- I'm not graduate from economic bachelor and English is not my mother tongue. But this course and how Mr. Ken explained the content is really easy to understand for beginner like me. Thanks to Mr. Ken for answered all of my question with a fast and easy understandable answer! ~ Diantini S
- Perfect timing and the insights till now are those that I was exactly looking for.... Excited to learn more ~ Yogen P
- Such an amazing course. You'll be able to understand and create your own business plan and you'll get a lot of valuable advices ~ A Cerimagic
- Lot’s of info in this course. Ken really takes you from A to Z . Just what I needed for my business to take off. Thanks ~ Hugo M
- I'm new to the business world and have been looking for courses with practical guidance. This course definitely provides that and so much more ~ S Slawinski
- So far so good! A lot of challenges I'm facing in my work place Ken has highlighted the root course, which I was not expecting. He is clear, very engaging and breaks down the jargon. He is straight talking, right down to business attitude. I've just completed the first chapter and he's restoring a little faith in me so quite excited to keep learning (I know, I sound like a nerd) ~ Harrie T
- This course is the right match for me as I know some about business but believe in always improving. I also want to make sure I have a solid foundation for my business so I'm positioned right for the new year, and growth ~ E Jollymore
What you'll learn
- What cues can I take from my product or service offering to inform my positioning?
- What other elements of my business plan and strategy are affected by positioning?
- How do companies I know position themselves?
- What role does competition play in positioning?
- How can I identify which elements of the business to emphasize for positioning?
- How can I find out what matters to customers about my offering?