Positioning Statement

Instructions

Complete the following steps for creating a positioning statement targeting the Modern Medina buyer persona.

$1$

Review the Product Spec Document

Review the product spec document available in your Resources to determine important differentiators.

$2$

Review the Buyer Persona

Review the buyer persona below, and identify key details to include in the positioning statement.

$3$

Create the Positioning Statement

Create the positioning statement by selecting appropriate content from the provided options.

Modern Medina Buyer Persona

Demographics

Female$25-36$ years oldMarriedGraphic designerTravel blogger$$95,000-$$$135,000$ annual household incomeLives in a metropolitan areaHas a bachelor's degree

Behaviors & Psychographics

Uses a tote to carry her laptop, tablet, and personal itemsGoes on a minimum of one vacation per monthSpends free time blogging and researching travel destinationsEnjoys keeping up with trends and finding products that simplify her lifeValues functionality and fashionFrequents local restaurants, museums, and shops when she's not on vacation

Quotes

"Traveling is so important to me and my husband. We work hard to play hard."

$"$If I can find something that makes travel easier and might make for a cool feature in a blog post, I'll definitely get my hands on it$."$

"I hope to maintain a healthy work$/$life balance."

Shopping Habits and Preferences

Shops online and occasionally in storeSplurges on travel and travel gearPurchases name brands

Segment Size and Sales Value

Modern Medina belongs to a segment whose yearly purchasing power is $$450,$ and the segment consists of $33,000$ potential customers.

Create the Positioning Statement

To $$frequent travelers who want to keep up with trends$,$Buhi$\text{'}$s Lakeside Tote$$ is the $$functional$,$ choice.

Target Market

Target Market

working mothersactive outdoorsmentechnology enthusiastsfrequent travelers

Need$/$Want $1$

keep up with trendstry the latest gadgetssave moneyget in shape

Need$/$Want $2$

spend time with familysimplify lifestay organized on the goserve the community

Brand and Product

Brand and Product

Buhi's Odyssey Hip PackBuhi's American Dream lineBuhi's Juxta smart luggage lineBuhi's Lakeside Tote

Differentiators

Differentiator $1$

affordablefunctionaltraditionalexciting

Differentiator $2$

fashionableflashyadorableprofessional

Differentiator $3$

uniquecolorfulluxuriousmodern