Tips & Tactics

Helpful advice for making the most of this Guide

• Company positioning: Before you position your product, position your company. However, reexamine company positioning when you introduce new products that may affect image and direction. A sample company positioning statement might be, "With the new SuperSonic, we can overtake Acme Corporation's lead and gain majority market share."
• Product line positioning: Define how the product fits into your line and how you can lay the groundwork for future products with the positioning of this one.
• Product positioning: Do not be afraid to be too detailed when positioning your product. You will want to compare your product to that of the competition.
• Channel positioning: If your product is being distributed by a channel, you need to specifically consider how to demonstrate that your product is unique or superior to others the channel representative handles.
• Messaging: Messaging statements are the foundation of everything you broadcast to your market. They are based on positioning statements, but unlike positioning statements, they are externally oriented to your target market.