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Marketing Your Product Promotion, Advertising, and PR Planning Promotional Programs Positioning Strategy Statement
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Positioning Strategy Statement
A small business positioning strategy statement can be as simple as a one-page document that will act as a guideline to measure the consistency of all marketing programs.
For example, Joe's Redhots, a street vendor selling hotdogs in an office area, struggled with defining the future of the business. Joe knew that he wanted to grow his business beyond a single cart, but was uncertain about where his business growth would come from. For now, he stated the following business positioning strategy:
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A carefully crafted business positioning strategy can be used as a guideline for judging the appropriateness of all marketing programs, especially for promotion, advertising, and PR events. It will ensure that your business image is consistent to your target buyers/end users and help to build an enduring, memorable (and hopefully unique) message to sell your business products. The following checklist can be used to help you organize the information needed to create a workable business positioning strategy.
Business positioning strategy checklist
- What products or services do you offer?
- Who are your target buyers or end users?
- Where will products or services be delivered or performed?
- Who are your direct competitors?
- What unique attributes of the products or services that you offer distinguish your business from those of your competitors?
- Are prices set by reference to what your competitors are doing and, if so, are they higher, lower or the same?
- What are your business's "personality traits?"
