Part 3: S-T-P_ Positioning Statement

Compose a Positioning Statement by incorporating the tasks done in Parts 1 & 2. Please
complete the third column the following questions and be ready to present.
Fill up this column

Company and product Unique, value-creating FMA Studios is a servicing company that
differentiators characteristics of your company aims to satisfy its clients requests in
or product. capturing photos and videos. It is a company
that caters digital business promotions as
well as events such as weddings and
birthdays. When it comes to product
differentiation, We at FMA studios make
sure that our photos and videos will satisfy
our clients. Thus, we capture and edit it
based on our skills which are progressively
growing day by day.

Brand essence The core attributes you want to be Professionalism, Seriousness and
known for. Progressive Growth

Positioning Put those elements resulted
Statement from market segmentation and
targeting together and the
result is your positioning
statement.
Ex. For the customers
who want (segment), our brand
is the best at (unique selling
proposition-competitors and
competitive advantage).
For small business enterprises that want their
business to be promoted at an affordable
price, FMA Studios is the best filming
company to capture your business
promotions since all of us also run our own
businesses and have an idea of how to
promote a business well while not spending
too much money.
For Birthday Celebrants and for couples who
want to get married and capture their greatest
memories, FMA Studios is the best filming
company to grant your requests. We at FMA
studios offer packages that concern
Birthdays and Wedding events, and such
offers are flexible offers as well as its price.

Tagline Catchphrase or slogan you use FMA Studios is here to reminisce

to describe your company or moments with you and bring out the
product. uniqueness in you.
(Please read again the notes below for your guidance)

NOTES: Developing your Marketing Plan by constructing a Positioning Statement

What is a product positioning statement?

Once your positioning strategy is defined, create a brief positioning statement that describes your
target audience, what sets your product apart, and why customers should care about it. Here is an
example of a positioning statement template:

For  [group of users] that [need/want], [company/product] is a [category/solution] that

uniquely solves this by [benefit].

It would be helpful to use an example company to talk through this. Let’s use Venture Cycling.
The target market is predominantly cycling enthusiasts who are interested in improving their
fitness. Your market and customer research reveals that users are concerned about their health
but are struggling to stick with an exercise program. Users want to stay motivated by connecting
with like-minded friends. The product addresses this need by providing a social cycling
community that promotes friendly competition and tracks workout performance.

Here is a sample positioning statement for Venture Cycling:

“For cyclists that want to connect with other athletes, Venture Cycling is the leading social
fitness application that uniquely brings the cycling community together by promoting healthy
competition.”
To conclude, the goal is to locate the brand in the minds of consumers to maximize the potential
benefit to the firm. A good brand positioning helps guide marketing strategy by clarifying the
brand’s essence, identifying the goals it helps the consumer achieve, and showing how it does so
in a unique way. Everyone in the organization should understand the brand positioning and use it
as context for making decisions.
Al Ries and Jack Trout, Positioning: The Battle for Your Mind, 20th Anniversary Edition (New York:
McGrawHill, 2000).