Program Description
A myriad positioning statement formats are currently in use both in business-to-consumer and in business-to-business environments. Most of these formats are useful in articulating a product positioning, but many do not integrate the positioning statement to the company strategy. The Big Picture uses a five-box positioning format that integrates the strategic work done earlier in the framework and articulates a brand positioning that fits back into the strategy.
The Value Proposition Course is designed to help marketing managers to deeply understand Segmentation, Targeting and Positioning tools and their application to their markets.
- Define relevant customer segmentation data needs by strategic phase
- Learn what data to collect for segmentation in a complex-channel environment
- Practice STP tools for medical devices and across the channel (STP plots, target audience descriptions, 5-box positioning)
- Learn how to articulate compelling positioning statements and how use STP tools to communicate with functional partners
- Practice skills through examples from their medical device product areas; addressing issues of clinical evidence and compliance as appropriate
- Learn how to align the product portfolio to the strategic messaging of the brand (day 2)
- Define product attribute types and learn how to use them strategically in communicating the value proposition of the brand (day 2)
- Define a tactical Integrated Marketing Communications Plan that delivers the value proposition and is aligned to brand strategy (day 2)
