Positioning based on benefits involves highlighting the specific advantages or benefits that a product or service offers to the consumer. This strategy focuses on the value that the product brings to the customer, rather than its features or attributes. By emphasizing the benefits, companies can create a strong emotional connection with their target audience, making their product more appealing and memorable.

1. Benefit-Oriented Messaging: Crafting messages that clearly communicate the benefits of the product to the consumer.
2. Emotional Appeal: Connecting with consumers on an emotional level by addressing their needs and desires.
3. Unique Selling Proposition (USP): Identifying and promoting a unique benefit that sets the product apart from competitors.
4. Consumer-Centric Approach: Understanding and addressing the specific needs and pain points of the target audience.

• Product: A dietary supplement
• Benefit: Boosts immune system
• Positioning Statement: "Stay healthy and strong with our immune-boosting supplement."

• Product: A smartphone
• Benefit: Long battery life
• Positioning Statement: "Stay connected all day with our long-lasting battery."

• Product: A savings account
• Benefit: High-interest rates
• Positioning Statement: "Grow your savings faster with our high-interest savings account."

Instructions: Choose a product you are familiar with and list its features. Then, identify the benefits associated with each feature.

Product: Electric toothbrush

• Feature: High-speed bristles
  • Benefit: More effective plaque removal
• Feature: Built-in timer
  • Benefit: Ensures optimal brushing time
• Feature: Rechargeable battery
  • Benefit: Convenient and cost-effective

Instructions: Using the benefits identified in Exercise 1, create a positioning statement for the product.

Product: Electric toothbrush Positioning Statement: "Achieve a cleaner, healthier smile with our high-speed electric toothbrush, featuring a built-in timer and rechargeable battery for your convenience."

Instructions: Think about the emotional needs of the target audience for the product you chose. Craft a message that connects with these emotions.

Product: Electric toothbrush Target Audience: Health-conscious individuals Emotional Appeal: "Feel confident and proud of your smile with our electric toothbrush, designed to give you the best oral care experience."

1. Focusing on Features Instead of Benefits: Avoid listing features without explaining the benefits they provide.
2. Generic Messaging: Ensure your message is specific and tailored to your target audience.
3. Overpromising: Be realistic about the benefits your product can deliver to avoid disappointing customers.

1. Know Your Audience: Conduct market research to understand the needs and desires of your target audience.
2. Highlight Unique Benefits: Emphasize what makes your product stand out from the competition.
3. Use Clear and Concise Language: Make sure your message is easy to understand and remember.

Positioning based on benefits is a powerful strategy that focuses on the value a product brings to the consumer. By highlighting the specific advantages and emotional appeal of the product, companies can create a strong connection with their target audience. Remember to identify the unique benefits of your product, craft clear and compelling messages, and avoid common mistakes to effectively position your product in the market.