Deck 9: Crafting a Desired Positioning

Question 1

Why is crafting a Positioning statement after identify audience barriers and benefits and prior to developing the 4P strategy?

Answer 1

The Positioning statement will highlight either the behavior, barriers , benefits or competition and will be used as inspiration for the 4P strategy.

Question 2

Identify the 5 types of Positioning statements and give an example of each one.

Answer 2

Behavior-Focused, Barriers-Focused, Benefits-Focused, Competition-Focused, Repositioning. Examples can be hypothetical or ones mentioned in the text.

Question 3

What does a Positioning statement describe?

Answer 3

How you want your target audience to see, think, know or feel about doing the behavior.

Question 4

Write a brief Positioning statement for an effort to influence gardeners to plant native plants.

Question 5

For the Marketing Highlight featuring the truth campaign, what type of positioning is this effort focused on?