Marketing Management: Week 22

Learn
Positioning Statement
The positioning statement includes the basic selling idea for the product or service. This includes a concise statement of who you want to buy the offering, their reason for buying, the primary benefit and the competitive uniqueness of the product or service.

Unlearn
Positioning statement is different from tagline. Tagline is just a short statement that helps consumer remember the brand e.g. Nike: JUST DO IT.


Relearn
Pfizer products have its own model of positioning statement for e.g.



ZITHROMAX POSITIONING

Target
All doctors that prescribe antibiotics for RTIs

Frame of reference
Zithromax is an effective, well tolerated, once daily antibiotic therapy for RTIs

Point of difference
Its unique PK/PD profile provides efficacy and safety with just a 3 day dosing schedule

Reason why
Improve patient compliance

Emotional benefit
Give doctors a peace of mind knowing that their patients complete their dosing and reduce chances of re-infections