B2C Model
Positioning Statement & Key Changes
When the Positioining Pyramid has been filled in, the Positioning Statement should be developed based on the following formula which draws directly on the content of certain sections of the Pyramid.
For THE TARGET GROUP(S), PRODUCT will COMPETITIVE ADVANTAGE/POINTS OF DIFFERENCE (EXPLICIT OR IMPLICIT). PRODUCT is SUPPORTING EVIDENCE/REASON TO BELIEVE.
Our FRAME OF REFERENCE IN SEGMENT/CATEGORY promises to BRAND PROMISE
8. Personality & Value
7. Supporting Evidence
6. Competitive Advantage
5. Needs
11. Brand Promise
10 Projection
9. Relation / Role
1. Competitive Arena
2. Target Group
4. Insight
3. Purchase & consumption situation
Seafood from Norway will
For
(be) the world’s best seafood - better taste, right texture and a safer choice.
"Seafood enthusiasts"
and
"Normal eaters"
Seafood from Norway is
slow growing in the cold, clear and nutritious waters - handled and delivered with care, respect and insight-craftmanship - sustainably managed for future generations.
Our
promises to
Presence in relevant premium and value segments shall showcase the best of what Norway has to offer.
(prove that) the world’s best seafood comes from Norway!
Example: Seafood from Norway Positioning Statement based on the Positioning Pyramid
For ”Seafood Enthusiast” and ”Normal Eaters”, Seafood from Norway will be the world’s best seafood - better taste, right texture and a safer choice. Seafood from Norway is slow growing in the cold, clear and nutritious waters - handled and delivered with care, respect and insight-craftmanship - sustainably managed for future generations.
Our presence in relevant premium and value segments shall showcase the best of what Norway has to offer and promises to prove that the world’s best seafood comes from Norway!
Key Changes
A short description of the most important changes the new desired Positioning represents, compared to the existing Positioning, related to the main elements that the Positioning Statement focuses on.
Example: Seafood from Norway Positioning Statement - short summary of the key changes
Supporting evidence - addition of "Craftmanship"
"- handled and delivered with care, respect and insight-craftmanship"