A Lustratus REPAMA Guide to the Positioning Statement
I’ve just uploaded a document to Scridb which is based on a series of blog entries from the REPAMA blog.
In this series of 8 blog postings I described the format of the positioning statement that we use to help our clients capture their company or product strategy. I’ve finally got around to committing the description of the 7 elements…
- target customer/ideal client
- main pain/need or desire
- product name
- product category
- main reason to buy
- primary competitor or alternative
- the unique selling proposition – USP
…to ‘paper’. The document is embedded below and can be found on scribd.com.
[scribd id=23826456 key=key-15yeyrl8slzgx9uzm65p width=620]
Enjoy!
Danny Goodall
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alternative, competition, competitor, customer pain, ideal customer, main benefit, pain, positioning, positioning statement, primary alternative, primary reason to buy, product category, product name, unique sales proposition, usp | 
Leave a commentPositioning and the Positioning Statement
Positioning and the Positioning Statement
This page contains a summary of a series of blog entries I made during January and February 2009. It describes the format of the positioning statement that we use in the REPAMA competitive intelligence methodology. I refer to the concept of positioning and the positioning statement frequently so I wanted to pull them all together in once place. So here you are.
Danny Goodall
Links to Original Posts
The Positioning Statement
FOR… positioning element
WHO…positioning element
OUR…positioning element
IS A…positioning element
THAT PROVIDES…positioning element
UNLIKE…positioning element
OUR PRODUCT…positioning element
Part 1 – Positioning
Happy 2009! I’ve been in debate with a number of correspondents about the layout and format of the positioning statement… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, differentiation, go-to-market, ideal customer, marketing, Marketing Strategy, positioning, product category, product marketing, product name, reason to buy, Uncategorized, usp | alternative, audience, benefit, competition, competitive, competitor, customer pain, Danny Goodall, ideal customer, Lustratus, main benefit, messaging, offer category, positioning, positioning statement, primary alternative, primary reason to buy, product category, product marketing, product name, REPAMA, Strategic Marketing, target customer, unique sales proposition, usp | 1 CommentPart 3 – The “WHO [has this specific pain or problem]” element from the positioning statement
Pain, problem, need or desire
Continuing the series of blogs looking at the elements of the positioning statement I’m going to look at the customer pain or problem section.
In this entry I will look at the pain, problem, need or desire that we believe that target customer is looking to resolve. So just so we have a the context for the discussion, here is the positioning statement format that Lustratus uses.
FOR [the ideal customer] WHO [has this specific pain or problem] OUR [product name] IS A[product category] THAT PROVIDES [this main benefit and reason to buy] UNLIKE [the primary alternative or competitor] OUR PRODUCT [has this unique selling proposition].… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, esb, marketing, Marketing Strategy, pain, positioning, product marketing, product name, SOA and Integration | competition, competitive, customer pain, Danny Goodall, esb, Lustratus, marketing strategy, positioning, positioning statement, product marketing, REPAMA, Strategic Marketing, strategy | Leave a comment
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