crafting a desired positioning

• phase 1: scoping 
• phase 2 : selecting 
• phase 3: understanding 
• phase 4: designing
• crafting desired positioning statement 6.0 
• internal statement about how you want to be percieved by your target audience 
• marketing mix strategies 
• product 
• price 
• place 
• promotion  
• phase 5: managing 
• positioning is the act of designing the organization's actual and perceived offering in such 
• important tips for positioning statements 
• less is more 
• keep it simple 
• be clear and concise 
• important tips for positioning statements 
•  behavior focused 
• highlight a description of the behavior 
• example: national cancer institute's " 5 a day for better health" 
• re positioning - the act of changing the actual and percieved offering in the mind of the target audience 
• reasons for repositioning - you need to attract new audiences 
• image problem with changing perceptions 
• examples: seattle police department (2013) 
• image problem due to use of excessive force 
• shifted from "warrior" to "guardians of democracy" training