FORMULATING THE POSITIONING
STRATEGY
Essentials for Effective
Positioning Strategies
 Substance- must be committed to creating
practical value.
 Consistency- everything must work in
combination to reinforce a perception in the
consumer’s eyes.
 Simple & Distinctive- communication to the
target segment is key.
Fundamental Positioning
Themes
 Benefit Positioning Consumers purchase products to derive functional
or emotional benefits
 Colgate- Fight the Fur Factor
Fundamental Positioning
Themes
 User Positioning takes a specific profile of the target user as the
focal point of the positioning strategy.
 Pepsi- Generation
 McDonald's- First Customer
Fundamental Positioning
Strategy
 Competitive Positioning The goal is to use an explicit reference to an
existing competitor to help define precisely what
the brand can do.
 Dollar Shave Club- Free Gift
 Apple- Mac vs. PC
You Try It!
 In a team, you will create an advertisement/skit
for a brand using one of the three positioning




strategies.
The advertisement/skit must explicitly state the
brand name.
The advertisement/skit must have a specific
speaking role for each member.
The group must be able to tell which positioning
strategy you are using.
The advertisement/skit must be at least 15
seconds long and have a clear opening and
closing.
Repositioning
 Advertising is essential in repositioning.
 New features, new styling, new image, and new
theme are fundamental to repositioning.
 Old Spice- And so it begins
 A clever ad + smart use of social media can
produce a fresh identity, even for a brand that
many associate with their grandfather's
deodorant. "Old Spice didn't change its logo, it
changed the experience," said Marc Shillum,
principal at Method, Inc. a consulting agency for
brand designs.