Product positioning process
This process enables your staff to understand the competitive advantage you have, from the perspective of a customer or prospect; and the beliefs and values that underwrite your businesses offerings.
It enables them to express the competitive advantage, beliefs and values and use them effectively in all areas of your business
The output from the exercise is a simple to use document that can be shared with the full team enabling them to know, understand and act upon:
• The beliefs and values of the company – how you want the business to be run
• Your target market
• The competitive advantage your offer
• How this should be expressed in all areas of your business
David Pinchard, Managing Director of topinterim says:
‘All marketing directors are obsessed about ‘the brand’ and, as an ex JWT, Unilever and Bass marketing person I am no exception. But when it comes to one’s own brand rather than someone else’s then it is surprising how difficult it is to articulate it.
It’s impressive to see how Peter Henry, an outstanding ex marketing director and a partner of Azure Partners, does it. He asks questions, questions, questions, until he really understands the answers. Azure used a particular proven nine box methodology. It clearly defined the core ethos, values, assets and outcomes that provide our sustainable competitive advantage.
I say with certainty every organisation should employ this process since, if you don’t, you do not have the key ‘map’ you need to be successful in the market’
For more information contact Peter Henry on 0207 100 1233 or peter.henry@azurepartners.co.uk