After completing this lesson, learners will be able to develop a positioning statement for a given product, service or brand.
The lesson begins with an exercise on Isklar, a Norwegian maker of bottled mineral water. To tackle the exercise, learners would adopt two roles—initially as the maker and later, the customer of Isklar bottled mineral water.
These two perspectives enable learners to appreciate the importance of crafting a positioning strategy that resonates with target customers, and differentiate offerings from the competition.
The lesson is supported with videos links of Samsung Galaxy S4, Windows 8 tablet and Ambi Pur commercials.
[PowerPoint file format is available on demand free of charge]