Developing a New Market Position: Methodology
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- Management interviews
- Employee survey
- Strategic summit to decide key options to test with customers
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- Customer interviews (current, past, prospect)
- Customer survey
- Competitive analysis
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- Prioritize opportunities by
- Customer needs
- Internal strengths vs. competitors
- Define positioning outlines
- Customer benefits
- How they are delivered
- Narrow outlines with
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- Test 4-6 positioning outlines with customers (interviews and surveys)
- Incorporate customer feedback into outline found most…
- …relevant to customer needs
- …uniquely provided vs. competitors
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- Define value proposition with customer benefits, competitive strengths, and proven internal skills
- Plan and launch internal brand building and external marketing strategy
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- Top 25 potential competitive strengths to leverage in market position (to use in customer interviews and surveys
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- Customers’ perception of top 10 competitive strengths to leverage in market position
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- 4-6 positioning outlines to test with customers
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- Evaluation of top 1-2 outlines
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- Recommended market position
- Implementation plans
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© 2007 Beh Management Consulting, Inc.
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