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Create a Powerful Positioning Strategy


Entreprenure Now!

Summary

Price
£24.99 inc VAT
Study method
Online, On Demand What's this?
Duration
1 hour · Self-paced
Qualification
No formal qualification
Certificates
  • Reed courses certificate of completion - Free

1 student purchased this course

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Overview

Learn how to be seen by the maximum amount of potential customers by creating a powerful positioning startegy.

Certificates

Reed courses certificate of completion

Digital certificate - Included

Will be downloadable when all lectures have been completed

Curriculum

2
sections
16
lectures
1h
total
    • 5: The Positioning Framework Overview 05:34
    • 6: Step 1 - Create Meaningful Attributes - Part 1 04:35
    • 7: Step 1 - Create Meaningful Attributes - Part 2 05:30
    • 8: Step 1 - Create Meaningful Attributes - Part 3 04:42
    • 9: Viking Cruises - Case Study 01:53
    • 10: Step 2 - Custom Attributes 04:07
    • 11: Step 3- Evaluate Rank Attributes 04:11
    • 12: Step 4 - Evaluating Positioning Rankings 03:18
    • 13: Step 5 - Positioning of Your Attributes 02:10
    • 14: Step 6 - Your Positioning Statement 03:57
    • 15: Common Mistakes 01:47
    • 16: Workshop - Position Your Product or Service in Action 03:15

Course media

Description

How do your customers see you? Market positioning is at the intersection of your offering and your customers – in the form of both the promise you make in the form of messaging, and customer perceptions of how well you deliver on that promise. Your goal is to uniquely claim a niche in the marketplace that encapsulates the value you deliver to your audience. To help define your claim, this course provides a six-step framework for honing your positioning.

You’ll examine the facets of your business to find the elements you deliver that resonate most with customers, use starter wording templates as a jumping-off point, and validate your work with seven key criteria. Multiple examples from product, technology, and service companies are discussed throughout – including how poor repositioning of one of American’s best-known brands damaged the company.

Workshop exercises will guide you through creation of positioning statements that will form the basis of your marketing and messaging strategy at launch and beyond.

You will learn:

  • What cues can I take from my product or service offering to inform my positioning?
  • What other elements of my business plan and strategy are affected by positioning?
  • How do companies I know position themselves?
  • What role does competition play in positioning?
  • How can I identify which elements of the business to emphasize for positioning?
  • How can I find out what matters to customers about my offering?

About Your Instructor

Ken Burke, founder and CEO of The EntrepreneurNOW! Network, is a speaker, serial entrepreneur, mentor, and author. Ken founded MarketLive, a market-leading, enterprise class eCommerce software platform used by major merchants generating $2b in online sales through the platform. He sold MarketLive to Vista Equity Partners in 2016. Ken authored the book, “Intelligent Selling: The Art and Science of Selling Online,” as well as hundreds of industry articles. He earned his MBA in Entrepreneurship from University of Southern California -Marshall School of Business, which later awarded him the honor of Entrepreneur of the Year.

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FAQs

Interest free credit agreements provided by Zopa Bank Limited trading as DivideBuy are not regulated by the Financial Conduct Authority and do not fall under the jurisdiction of the Financial Ombudsman Service. Zopa Bank Limited trading as DivideBuy is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority, and entered on the Financial Services Register (800542). Zopa Bank Limited (10627575) is incorporated in England & Wales and has its registered office at: 1st Floor, Cottons Centre, Tooley Street, London, SE1 2QG. VAT Number 281765280. DivideBuy's trading address is First Floor, Brunswick Court, Brunswick Street, Newcastle-under-Lyme, ST5 1HH. © Zopa Bank Limited 2024. All rights reserved.