{"id":186,"date":"2019-07-03T14:51:37","date_gmt":"2019-07-03T14:51:37","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketingv2\/chapter\/why-it-matters-product-positioning\/"},"modified":"2019-07-03T14:51:37","modified_gmt":"2019-07-03T14:51:37","slug":"why-it-matters-product-positioning","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/chapter\/why-it-matters-product-positioning\/","title":{"raw":"Why It Matters: Positioning","rendered":"Why It Matters: Positioning"},"content":{"raw":"\n

Why create a positioning statement that aligns with a value proposition and a target segment?<\/h2>\n\"Two<\/a>\n\nEver since you were small, you have loved special occasions and gatherings. It started with sprawling extended-family picnics when you were a child. From there, you graduated to bigger and more elaborate events: attending fairs and grand openings, crashing weddings and voter conventions, wandering through business expositions at the local convention center. In fact, one of your favorite memories is of the time you sneaked into the legendary Consumer Electronics Show when you were visiting your cousin in Las Vegas. As far as you're concerned, the more people, the bigger the party and the better.\n\nNow, as an adult, you've landed a job with Shindiggity, an events management firm that specializes in putting on conferences, trade shows, and events for industry associations and companies. You love getting to meet new people, travel, and work on making fun, memorable events.\n\nHere's the challenge: Shindiggity is relatively small and new on the events management scene. Although events management is a growing area for business services, it's also a fairly crowded field. When you google \"events management company,\" you get 432 million results. Shindiggity is easily lost in the crowd.\n\nAt Shindiggity's annual retreat, employees from across the company are divided into several groups, and each group is given the same task: How can we get Shindiggity to stand out from the competition?\n\nYou realize that the VP from your division has been assigned to your group and that this is a great chance for you to impress her with your creativity and initiative. You also want to help your company be successful. Right off, you jot down some questions to focus your thinking:\n