Section 3: Positioning and Value Propositions, Product

MOOC Summaries - Introduction to Marketing

Section 3: Positioning and Value Propositions, Product

“Positioning and Value Propositions … Brand Positioning Statements … Product Frameworks and Tools … Takeaways”


  • Consolidated Summary

Consolidated Summary

  • Understanding positioning and its application, points of parity and points of differentiation.
  • Positioning case study: Viagra versus Cialis and their different approaches to addressing solutions to erectile dysfunction.
  • Brand positioning statement as a fundamental planning tool and its application to a value proposition.
  • Product case study: Zappos and how selling shoes (product) can deliver happiness (experience).
  • Discussion on product life cycles and how the marketing mix can change to reinvigorate a product offering and go back into the growth phase.

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