Prawns & Shellfish

Positioning Workflow B2C

Phase 1 & 2

2. Positioning Statement

Statement summarizing the new desired position
&
Key changes from the exisisting position

3. Communications

Formats

A. Communication Guidelines that

give direction for communications

B. Brand Book

C. Brand Guidlines

1.The Positioning Pyramid

Upload Positioning Pyramid when finished:

To be uploaded - Positioning pyramid

Positioning Statement

Once the above questions have been answered the Positioning Statement should be developed based on the following formula:

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

Key Changes

Describe the most important changes related to the new desired Positioning Statement.

Communication formats

Upload communication formats when ready:

To be uploaded - Communication Guidelines

To be uploaded - Brand Book

To be uploaded - Brand guidelines