What You Will Learn:

• Clarify the customer's choices, perceptions and buying criteria
• Analyze the positions of your direct and indirect competitors
• Select the most advantageous position for your product
• Identify the product and marketing strategies to achieve it
• Clearly communicate your targeted position, strategy and rationale

Registration and Fees 

Who Should Attend?

This workshop is designed for the practitioners who develop, manage, or approve a product positioning strategy or research the customer's needs and perceptions, and the competition. This includes: 

• Product managers
• Product marketing managers
• Product planners
• Strategic marketing managers
• Marketing managers
• Brand managers
• Industry marketing managers
• Competitor and market analysts
• and managers of these positions 

Benefits

• Get an attractive, differentiated product for your target markets 
• Gain key insights about how your target customers perceive your product and your direct and indirect competitors
• Understand the best available positions in the market
• Drive your product and marketing strategy to achieve a differentiated, valued position in the market
• Decrease time spent debating the right words to use and increase your time spent on discussing how to move your product and market to the target position
• Have a clear, specific and defensible product positioning
• Improve communications across the team and organization

Learn by Doing! 

Throughout the workshop, you will have an opportunity to directly apply the approach and templates to analyzing and designing a positioning strategy for your product, service or solution. We recommend that you bring your notebook computer!

Registration and Fees 

Workshop Topics 

I. Getting started with Product Positioning Strategy

We will explain the key concepts of positioning and establish what you need to get started.

• What product positioning strategy is and how it is different than product positioning for messaging
• Why developing product positioning early in the new product planning cycle is powerful and important
• The information and decisions you need to begin developing a product positioning strategy effectively

II. Defining, mapping and analyzing the customer's perspective of their choices

The key to effective product positioning is to understand the market from the customer's perspective.

• Identifying the customer's view and perceptions of the direct and indirect competition
• Capturing the key purchasing dimensions that customers have for products like yours
• Creating, analyzing and using positioning maps 
• Identifying unique, desirable and available positions in the market for your product

III. Deciding on a Product Positioning Strategy and Positioining Statement

The strategy begins with selecting the best position for the product and then deciding how to align your product and marketing with this position in the minds of your target customers.

• Analyzing your product's positioning versus the best available positions
• Make decisions to keep your product position or to target a different, more attractive position
• Matching positioning choices to the stage of the market
• Determining the implications of your decisions on your product and marketing strategy
• Deriving a product positioning statement from your strategy to communicate the targeted position internally