B2C Model
The Positioning Pyramid
The Pyramid Model is to be worked with from the bottom up in two distinct phases:
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Phase 1: Fundament for desired future position based on our best knowledge, updated market and consumer insight
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Phase 2: Relation to the target group and how to be perceived in the desired future position
Phase 1
Phase 2
3. Purchase & consumption situations
4. Insight
2. Target Group
1. Competitive Arena
9. Relation / Role
10 Projection
11. Brand Promise
5. Needs
6. Competitive Advantage
7. Supporting Evidence
8. Personality & Values
Each level of the pyramid asks one essential question:
Phase 1
1. Competitive Arena
How can we describe the position we aim to achieve, relative to competitors?
2. Target Group
Who is our target group?
What is the most important purchase and consumption situations for our consumers?
3. Purchase & consumption
situations
4. Insight
Which insights do we have about the target group in the most important purchase and consumption situations that we can build on?
5. Needs
What are the most important needs of the consumer connected with (seafood from Norway)?
6. Competitive Advantage
What unique benefit do we primarily offer the target group (explicit or implicit) today?
7. Supporting Evidence
What is the supporting evidence / reason to believe for the the target group?
Phase 2
How can we describe (seafood from Norway) in terms of personality and key values?
8. Personality & Values
9. Relation / Role
What role does (seafood from Norway) have in the life of our consumers? What kind of relationship do we want the consumers to have with (seafood from Norway)?
10. Projection
How will others describe the consumer of (seafood from Norway)? How are our customers perceived by others?
11. Brand Promise
How can we describe the position we aim to achieve, relative to competitors?