 |
|
Home > Positioning |
 |
|
|
|
|
|
|
|
Sellappah Structured Solutions identifies the unique selling points
(USPs) necessary to precisely position products in international markets for startups,
small and medium enterprises (SMEs) worldwide. For successful product positioning, the
USPs must live up to their name; i.e. they must be:
 |
Unique to the product |
|
(not just claiming to be better than the competitor' product). |
|
Selling to the targets |
|
(not just telling them about the product) |
|
Points of particular
interest to the targets |
|
(not just broad, general statements) |
Sellappah identifies the USPs for each product and precisely focuses them on each target;
this identification process is structured for success:
|
First, identify between three and five core USPs for a product.
Sellappah works closely with the relevant product managers to identify all possible candidates
for USPs. These USP candidates are then rigorously tested to ensure that they fulfil the above
three criteria; i.e. unique, selling and points.
Together, these core USPs form a 'chain of diamonds' or the 'storyline'. |
| |
|
Next, develop key messages for each target based on the core USPs.
Sellappah carefully examines each core USP to identify the points of particular interest for
each target; i.e. the customers, suppliers, investors, media, and the authorities. Consequently,
each product is precisely positioned with each target, in line with the core USPs.
Each core USP 'diamond' has many 'facets', and Sellappah identifies those facets that reflect
the interests of each target. So, the key messages for each target are a customised but consistent
perspective of the same 'chain of diamonds' or 'storyline'. |
| |
|
Finally, embed the key messages in selected positioning collaterals.
Sellappah provides a 'concept to content to construction' service for a variety of positioning
collaterals, including plans, placement memos, presentations, publications, and profiles. Priorities
are assigned to position only what is necessary, but precisely when it is necessary. |
Position your products with consistent, USP-based key messages;
contact Sellappah Structured Solutions.
|
|
|
|
|
 |
|
| © August 2005, Sellappah Structured Solutions LLC, Switzerland |
Web design: artic media design, Switzerland |
|
|
|
|
