The document discusses different branding and positioning strategies including quality positioning, value or price positioning, benefit positioning, problem and solution positioning, competitor-based positioning, and celebrity-driven positioning. It then provides examples of how Tesla used a luxury sports model positioning strategy to break into the electric vehicle market compared to competitors focusing on economy. The document concludes by outlining steps to develop a value proposition statement including identifying customer benefits, linking benefits to value offerings, and differentiating yourself in the market.

5. Quality Positioning
Quality positioning can be used with any other brand
marketing strategy. Consumers want to know your products
and services are reliable, durable, and worth the cost.
Value or Price Positioning
A high-priced item creates the psychological effect of value,
whereas the low-priced item can play up the benefits of
affordability.
Benefit Positioning
One of the most common ways to market a brand is to
highlight the best features of your products. “Our product can
make your life easier — here’s how.”

6. Problem and Solution Positioning
When disaster strikes or an unpopular opinion takes hold, it’s
time to really dig in and listen to customers.A company brand
that values the customer’s needs will stand the test of time.
Competitor-Based Positioning
This strategy involves positioning your brand against your
competitors. “Who has the best baked beans?” “Why is my
competitor using low-grade materials?”Only the strong survive.
Celebrity-Driven Positioning
Popular celebrities and advertising go hand-in-hand. From soft
drinks to luxury cars, consumers love familiar faces.

7. Prius vsTesla
Tesla decided to break into the electric vehicle (EV)
marketplace with a luxury sports model. At this time, the
electric vehicle market valued economy over form and
function.Tesla decided not to compete with the ChevyVolt or
Toyota hybrids and instead go after the high-end market.

8. A value proposition is a positioning
statement that explains what
benefit you provide for who and how
you do it uniquely well. It describes
your target buyer, the pain point you
solve, and why you’re distinctly
better than the alternatives.

19. IDENTIFY CUSTOMER BENEFITSSTEP 1
• Make a list of all benefits your product or service offers to
customers.
LINK BENEFITSTOVALUE OFFERINGSTEP 2
• Identify what value your products bring to the customer
DIFFERENTIATE AND POSITIONYOURSELFSTEP 3
• Make it clear who your target customer is, what you offer to
them and how you are different

20. IDENTIFY CUSTOMER BENEFITSSTEP 1
• Resolution of a problem
• Achievement of a desired outcome
• Fulfill a need
• Feeling of confidence
• Satisfaction

21. LINK BENEFITSTOVALUE
OFFERINGSTEP 2
• Adjust offering so that it meets the
customer’s needs
• Minimize perceived risks Financial,
Time, Security and safety,Acceptance

22. DIFFERENTIATE AND POSITION
YOURSELFSTEP 3
• Speak to the target persona
• Clearly describe your product or service
• Why are you different:
• Faster
• Better quality
• Better control
• Customisable …

24. PRODUCT:
Low-cost taxi service.
TARGET MARKET:
People who need low-cost, on-demand
transportation.
PRIMARY BENEFIT:
Eliminates the frustrations of travel.
WHAT MAKES IT UNIQUE:
The proposition focuses on the needs of the
customer by using the word “you”.

25. PRODUCT:
Subscription-based razors
TARGET MARKET:
Cost-conscious millennial males who want
to look great with less hassle.
PRIMARY BENEFIT:
A high quality shave that’s convenient and low-priced
WHAT MAKES IT UNIQUE:
Focuses on the total monthly cost

26. PRODUCT:
Access to ideas and inspiration
TARGET MARKET:
Creatives, DIYers, planning an event, a meal, etc.
PRIMARY BENEFIT:
Ability to find something beautiful to create.
WHAT MAKES IT UNIQUE:
Emphasizes the vast depth and size of the
platform.
Pinterest:
TheWorld’s Catalog of Ideas

27. PRODUCT:
Thousands of SKUs across many industries
TARGET MARKET:
Cost-conscious shoppers who expect quality
PRIMARY BENEFIT:
Quality products at prices that are lower than the
competition
WHAT MAKES IT UNIQUE:
You don’t have to compromise on price or quality;
you can get both
Target:
“Expect More, Pay Less”

28. PRODUCT:
Low-cost, high quality beer
TARGET MARKET:
The average American
PRIMARY BENEFIT:
Familiar tasting beer at a fraction of the price
WHAT MAKES IT UNIQUE:
The use of “great American” ties the beer to
something more than the drink itself
Budweiser Beer:
“The great American Lager”

29. Bernard Charlebois, BoumStrategies
613 720-0248
Text “value” to 613 900-2070 for a link to the presentation