Writing a Positioning Statement

This exercise should be completed inyour own words and be based on what you know now, so select a brand that you are most familiar with. You can use class notes and what's in your mind, what you know. You can do additional research on the brand for background on the service brand you select, but please don't copy and paste information from the brand's website - it's mostly ad copy/description - helpful background, but not a positioning statement. 

A couple of tips:

1. Keep it Simple

2. Don't write you too much, and don't explain every point - you are writing a statement- a paragraph is way too long

 

EXAMPLE!

Service Brands : Starbucks

Positioning Statement - Starbucks is an exceptional coffee experience for millennial coffee enthusiasts who want to blend coffee and environment with their lifestyle.

A) Target: Millennial coffee enthusiasts

B) Competitive Framing/market : coffee experience (coffee retailer - describes products and service)

C) Uniqueness/Benefit: blend coffee and environment with their lifestyle

D) Reason Why: could include things like retail atmosphere - visual, smell, music, seating etc., range of coffees and specialty drinks/food, mobile apps, business practices with its employees and suppliers

Service Brands :Tim Horton's

Positioning Statement - All Canadians enjoy the convenience of Tim Horton's as Canada's largest quick service restaurant, along wit hits signature coffee, extensive food options and its involvement in their communities all across the country.

A Target: All Canadians - it's not always smart to be so broad but with Tim Hortons they seem to appeal to everyone, although they will need to get younger in the next few years

B Competitive Framing/market : Quick Service Restaurants

C Uniqueness/Benefit: Convenience, signature coffee, and quick meal& snack options

D Reason Why: extremely high awareness, high distribution (everywhere) and multiple programs giving backto communities

 

Question:

Service Brand: Amazon Prime or Uber Eats

Positioning Statement- ?

A) Target:?

B) Competitive Framing/market : ?

D) Reason Why:?