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| Title of Exercise: |
Positioning and the Positioning Statement
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| Round Submission Date: |
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| Award Winner: |
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| 3E Competition Rank: |
0 |
| Author: |
Eleanor Ann Huser |
| School: |
Silberman College of Business at Fairleigh Dickins |
| Explains: |
Marketing, positioning and writing positioning statements |
| Type of
class exercise suited for: |
Undergraduate, Graduate
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| Time needed
(min): |
0 min
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| Number
of students exercise ideal for: |
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| Type of exercise: |
Discussion, Experiential Learning
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| Exercise is conducted
as: |
group of 2-5
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| Years
exercise has been conducted |
4-7
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Abstract about idea/exercise
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Understanding positioning and its role as the foundation for all marketing activities, including decisions on product features, distribution, pricing and communication, is essential for marketers, new venture teams, and entrepreneurs. You have one time to get the positioning of a new business right, or else it is a major problem that can preclude success.
Since the 1980's, when positioning statements were first developed and used, they have been an important tool to help marketers clearly outline the key components of the positioning strategy: identifying the target customer, the competitive frame of reference, and the product's point of difference versus competitors. This exercise helps the student understand the primary components of positioning by teaching them how to write a positioning statement.
I like to use products that the students are familiar with and which illustrate distinctly different positioning. The exercise uses three types of salad dressing: Kraft, Newman's Own, and Silver Palate (or another type of gourmet dressing, if the latter is not available in your area). These products offer a distinctive range of positioning strategies: traditional taste and mainstream price delivered by a well-known all-American food icon, Kraft; the fun-loving, self-deprecating, philanthropy of Paul Newman's Newmans Own; and the intensely gourmet Silver Palate brand, rooted in the foodie heaven--New York city. I bring in bottles of the salad dressing and make hard copies of the packaging as well. The students study these for clues as to the positioning components and, in teams, write the three positioning statements. I usually preface the exercise by doing a "Product Portrait" exercise, in which I ask students to anthropomorphize two products that are quite different in the same category. I often use bottled water, since there are some really distinctive brands here, such as Poland Spring and Evian or Perrier. I ask the students to describe their gender, clothes, jobs, best friends, etc. |
Feedback/comments
received about idea/exercise
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| The students enjoy this exercise. And it is a fun way of teaching the three positioning elements that should be internalized for anyone interested in launching or marketing a new venture. |
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