Value proposition: The value proposition answers the target segment member's question, "Why

should I buy your brand?"

Using the product or service: LINDT CHOCOLATE

1. List of possible points of differentiation: In what specific ways can your brand be

differentiated from competing brands. Consider product differentiation, similarity, services

differentiation, channels differentiation, people differentiation, and image differentiation.

You should have several potential differentiations.

2. Choice of best differentiator: Choose one difference to promote, based on the following

criteria:

• Important
• Distinctive
• Superior
• Communicable
• Not easily copied by competitors
• Affordable for buyers
• Profitable for the company

3. Positioning strategy: Select and explain an overall positioning strategy from the following options:

• More for more
• More for the same
• More for less
• The same for less
• Less for much less

4. Positioning statement: Develop a positioning statement. Ensure that you use the process

for developing a positioning statement: Target customer; frame of reference; point of

difference, and reason to believe.