126 8.4 Developing Positioning Statements (103/103) -- A Great Marketing Textbook

126 8.4 Developing Positioning Statements Learning Objectives - Describe a standard structure for positioning statements - Outline criteria for a strong positioning statement - Recognize good examples of positioning statements - Create a positioning statement aligned with a value proposition and target audience - Develop and evaluate positioning statements based on defined criteria After marketers work through the process of homing in on the best positioning strategy, they arrive at the final step: the positioning statement. The positioning statement reflects everything you’ve learned up to that point about how your product, service, or brand can best reach your target segment. As a document, it explains exactly how you plan to provide value to those target customers. In effect, it’s a short, persuasive argument. In this next section, you’ll learn a simple formula for creating effective positioning statements. You’ll also learn how to evaluate existing positioning statements and decide whether and how they might be improved. Learning Activities - Reading: Developing Positioning Statements