Effective marketing is achieved by setting clear plans and objectives. A company’s marketing plan defines the overall objectives for the business, the target market, the strategy that will be used to attract new customers, and the budget for marketing activities. This is the marketing roadmap. A marketing program aligns with and supports the objectives set out in the marketing plan. These are the tactics and mechanics used to achieve the marketing plan. Each marketing program contributes to helping meet the overall marketing plans objectives. The marketing team will determine how many programs are run, frequency, timing, objectives, and budgets. Further, they will also develop a set of metrics to measure the success of each program, among other activities.
A positioning statement ensures that all activities that support the product or service are focused on the key attributes necessary to present it and make it relevant to the consumer. The positioning statement also ensures that the value and impact of the product is clearly and effectively understood. Good marketers make sure their programming efforts start with a clear positioning statement.
1. Review the positioning statements below. Choose Option 1 or Option 2 to create a positioning statement for your product/service.
Option 1 – Positioning Statement Geared to a Specific Competitor
For [target market/consumer] that need [your product/service] that [solves your customers needs or problems effectively]. Unlike [name of competitor], our product [competitive advantage].
Option 2 – Positioning Statement Geared to the Consumer
For [the target market/consumers], [name of product/service] will [solve your customers needs or problems effectively], so they can [benefit from your product/service].
2. Discuss the following questions:
-Explain how this positioning statement meets your strategic/S.M.A.R.T. goals.
-Identify and define each of the elements within your positioning statement.
-Explain how each element relates to one another.
-What is the brand image you are trying to create with your positioning statement?
