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Positioning - Coggle Diagram

- - - - Assess attractiveness of each segment
    - - Define Value proposition for selected Target
    - - Group costumers based on similar needs
- - - - For [target segment] who [need or want], [brand] is the [frame of reference] that [point of difference],because [reason to believe].
    - - What market/category are we competing in
    - - Key benefit you deliver
        
        PoP: Points of Parity
        
        Category PoPs
        
        Necessary associations to be legitimate and credible player within category
        
        necessary but not sufficient
        
        Eg. a luxury car must offer safety, performance and quality
        
        Competitive PoPs
        
        Reduce Competitors advantage
        
        Vertical Differentiation
        
        PoD: Points of Difference
        
        Attributes that are unique and superior
        
        Horizontal differentiation
        
        must be relevant, differentiated and credible
        
        Eg Volvo: Safety, Tesla: Innovation
        
        Success Criteria
        
        Relevance, Differentiation, Credibilty
        
        Communicating the UVP
        
        Claims Laddering
        
        Attributes → Benefits → Values
        
        Eg
        
        Feature: Unique camera lens
        
        Benefit: Keeps control and safety of your dog
        
        Value: Love your pet
        
        Laddering helps marketers connect rational product benefits to emotional brand meaning
    - - Who is the product for and what context
    - - proof of justification