Positioning Your Product or Service

Would you like to send the completed form to yourself or someone else by e-mail? If so, please provide the following:

For each of the following attributes that apply, write a one-sentence description of the distinctive benefit your product or service offers customers:

1. QUALITY - How does the quality of your product or service set you apart? (Example: When we bake our wedding cakes, we use only fresh ingredients and we never freeze the cake before decorating it. This simple quality control effort results in a cake that is more moist and flavorful than most other wedding cakes.)
   
2. PRICE/VALUE - How does your product provide greater value for the price than other products in the same category? (Example: Approximately equal in cost to other types of ski poles, our wooden ski poles provide higher value by offering a high performance, environmentally sound alternative in the ski pole category.)
   
3. SERVICE - What is it about your service that makes your company exceptional? (Example: All of the taxpreparers at our office are certified public accountants with at least 10 years experience in tax law and formal training in income tax preparation. None of our competitors can make the same claim.)
   
4. TECHNOLOGY - Does your product offer a technological advantage that is important to the customer and not available from competitors? (Example: Research indicates our automotive air cleaners collect 25 percent more impurities than competing brands, thanks to the special filtering system developed by our owner.)
   
5. ENVIRONMENTAL IMPACT - Does your product meet or exceed environmental regulations? (Example: Our furniture is shipped blanket wrapped so our customers aren't left with packaging to take to the landfill.)
   
6. APPLICATION - Does your product have more than one application, offering greater versatility than competitive products? (Example: The advantage of using our executive gift buying service is that we buy more than just executive gifts. We also have a full range of children's gifts, wedding presents and gifts fora variety of other special occasions.)
   
7. APPEARANCE - What is it about the color, shape, smell, texture, or appearance of your product that makes it uniquely appealing to the current tastes of your target market? (Example: Professional wine tasters say ourgrown-in-Michigan grapes have the sweetest taste of any locally produced grapes and give our Michigan Reserve Chablis the most full-bodied flavor in its category.)
   
8. PACKAGING - Does your packaging contribute to the perceived value, safety, appearance, or display of your product? (Example: Our water-testing sticks are foil wrapped to ensure reliability even in extreme temperatures.)
   
9. DELIVERY - Do you have a unique delivery system that adds to the desirability of your product or service? Can you deliver faster, more conveniently, less expensively than competitors? (Example: Our aggressive delivery agreement with a local trucking company means we can deliver our construction materials within 12 hours of receipt of the order. Normal construction delivery time is at least 48 hours.)