Strategic Marketing Basics

A positioning statement can be expressed in several ways. It's an essential document to be communicated to every agent of the marketing process (agencies, sales teams, etc.) and also other memeber of tjhe company staff, clients, etc. It summarizes in the concept you want to put in customers'minds.

 

The positioning statement can be written in various ways. One quite common is what is somtimes called an "elevator statement" i.e. a sentence that can be said in a minute or two. This is adapted to positioning ideas that want to be simple and straight to the point (Ex: Dreft laundry dtergent is the best to protect your delicate laundry, RyanAir is the cheapest airlines,...).

 

Another approach fits better brands and companies wanting to express a more sophisiticated concept. This could be called the SPICE approach: the positioning idea should be Sexy, have a strong Personality, be Intelligent, also Customer oriented and based on Emotions. Brand slike Nespresso, Apple, Ikea or Starbucks fall in that category. When you chose a SPICY positioning, your positioning statement could be written in a "story telling" style...