Page 71 - Marketing the Basics 2nd

segMentation, targeting and positioning 63
To (name of target market) who are seeking (list the unsatisfied need) or wants our (product name) is the (product type) that (list the point or points of differentiation).
Here is an opportunity where we can engage in an act of shameless self-promotion. With rare exceptions, academic textbooks cost far too much, have far too much useless information. It is for these reasons we decided to write this book. Though we did not write a positioning statement, had we done so, it would read:
To all students and practitioners tired of contributing to the retirement plans of publishers abusing their market power by offering expensive and voluminous textbooks, our textbook, Marketing: The Basics, is the only book that gives you the vital information you need to excel in any marketing related activity without the need to donate your kidney to fund your educational needs. We worked very hard to ensure you keep all your vital organs where they belong.
FINAL THOUGHTS ON POSITIONING
To finish up on this important topic we will suggest five important dimensions to test your firm’s positioning against.
1 Importance: The difference delivers a highly valued benefit that members of your target market actually care about. This is the acid test of the marketplace and we put it first because it is the most important.
2 Distinctive: The difference is noticeable and believable with the target segment. They have got to believe that you are different!
3 Superior: No other product matches the quality of your product on the key dimensions, your product simply delivers better on these benefits than the competition.
4 Unique: The benefit cannot be copied easily, that is, you have something which can be used successfully for a number of years and not quickly imitated by your competitors, bringing you back down to an even playing field, there is little profit here.