Business Case Studies & Business Publications

Positioning: The Essence of Marketing St...

Moore, Marian Chap...

Technical Note

Positioning: The Essence of Marketing Strategy

Moore, Marian Chapman; Helstein, Richard

M-0754 | Published March 16, 2007 | 10 pages Technical Note

Collection: Darden School of Business

Add To Cart Buy Now

Product Details

This note follows the development of a positioning statement for a target market. The exercise includes determining the relevant point of reference (market definition, product category, competitive set) and associated points of parity, the point of difference, and why customers should believe the product or service can deliver on the desired positioning. The appendix contains a description of perceptual mapping, a tool that is often used when making positioning decisions.

Understand the critical role of positioning in marketing strategy. Learn the elements of a positioning statement.