Positioning starts with a product. A piece of merchandise, a service, a company, or even a person. But positioning is not what you do to a product. Positioning is what you do to the mind of the customer. That is, you position the product in the mind of the prospect. Strategy is therefore planned in the mind, not the marketplace. Marketing then becomes a battle of perceptions not products.

All successful positioning strategies must start with the mind of the consumer and then work backward. This is true because the answer is not contained within the product or service itself. No amount of creative thinking or analysis will result in the insights needed to successfully position your company, product, or service. The answer rests instead in the mind of your customer. You must begin with what’s already there and then work backwards--outside-in--to create your strategy.

There are only a few generic positioning strategies you can employ: Getting into the mind first--finding the niche, positioning yourself to the leader, or repositioning the competition. This course describes each of the three strategies and tactics used to bring them to life.

Topics covered by this course include:

  • What is positioning?
  • The assault on the mind
  • The ladders in your head
  • Getting into the mind
  • Owning a word in the mind
  • The positioning of a leader
  • The positioning of a follower
  • Repositioning the competition
  • The line extension trap
  • A positioning case study

Course Objectives

  • To define what positioning is and how it works as a communications tool in marketing.
  • To put forth and describe the available positioning strategies including the positioning of a leader, the positioning of a follower, and the tactics for repositioning the competition.
  • To present the easiest way of getting into the prospect’s mind.
  • To help you prevent the most common positioning mistakes including the line extension trap.

Course is approximately 2.0 hours to 2.5 hours in length and provides over 108 animated slides complete with voiceover narration.

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