Writing a Positioning Statement

Basic Formula:

To (target group and need) our (Brand) is (concept or

category) that (POD).

For Example: For busy professionals who need to

stay organized, our Palm Pilot is an electronic
organizer that allows you to back up your files on
your PC more easily and reliably than competitive
products.
Writing a Marketing Brief
The purpose of a marketing brief, AKA marketing initiative brief, is to ensure
that the objective of the marketing strategy is defined and carried out, and to be
able to rationalize the tactical approach.
Example of a Marketing Brief
April 1, 2008

Marketing Communications Brief

Prepared by: Marc Villarreal, Marcomm Associates

Client: Biothera
Co-op Partner: E.T. Horn
Project: Display ad(s)
Medium: Trade Publications; projected to be: Food Technology Magazine, Food
Product Design
Product: water-soluble yeast derived beta glucan (YDBG)
Product name: Wellmune

Main objective of ad: Create brand awareness, introduce the new category of this
revolutionary, patented (pending) and unprecedented product to the marketplace. Create
corporate elements that drive new users to the functional foods category.

Secondary objectives: Tout Biothera’s track record with other proprietary beta glucan
products (WGP 3-6, BetaRight 3-6); remind customers that E.T. Horn is the exclusive
distributor and sales initiator of said products in North America.

Product overview: Biothera’s new formulation combines functional food attributes into
the world’s first water-soluble yeast derived beta glucan. The new product will be
targeted to health food manufacturers and will be suitable for a multitude of applications
in many functional food categories including immune enhancing end products (soups/
powdered beverages), and pro-biotics (yogurts), among other segments. Thus the new
product may be positioned as a YDBG formula that’s no longer “just for breakfast or
tablets.”

The perceived brand value to customers is that they will be able to manufacture “clear”
products using YDBG while maintaining efficacy, and the ability to classify them as
“premium.” Biothera will market and position the product as a premium, and the
wholesale price point will reflect this strategy.

Ad Footnotes: Potentially, we may consider a pre-show ad that will intrigue our target
audience, only to introduce the actual named product at the upcoming IFT Show.
Marcomm Associates is currently developing pencil sketches of various concepts,
reflecting this two-pronged approach. Both trade pubs have impending space and
materials deadlines for their respective pre-IFT Show issues.