Develop a strong positioning for your new services
Positioning a new service isn’t just about giving it a name or choosing a slogan. It’s about defining what will make your customers understand it, want it, and prefer it to a competitor’s. In an increasingly saturated environment, good positioning is becoming an essential strategic lever for the successful launch and development of any offer.
This immersive and operational 1.5-hour e-learning course is aimed at marketing product managers wishing to structure a solid and distinctive approach to positioning a new service in their market.
Why take this course?
- You are launching a new service but you don’t know how to make it unique and desirable
- You lack a method for identifying a clear and impactful value proposition
- Your market is saturated and you need to clarify the position of your offer to stand out
- You lead workshops or committees but struggle to develop a shared vision of positioning
Course structured in 6 key modules to move from strategy to practice:
- Positioning a strategic service Understanding the challenges business, HR and marketing related to positioning. You will identify why this approach is decisive for conquering a market and building a resilient offer in the face of competition.
- Frameworks and levers of positioning Master the fundamental concepts: promise of value, segmentation, persona, competitive mapping. You will discover the key tools to objectify and guide your marketing thinking.
- Methods and best practices Structure your approach step by step: market analysis, exploration of needs, formulation of a differentiating proposition. Concrete techniques centered on the user to build a clear and impactful speech.
- Adapt your positioning according to the B to B, B to C, service vs. product, radical or incremental innovation contexts… Learn to adjust your approach according to your interlocutors and the realities of your organization.
- Simulator workshop: define a value proposition Put yourself in a situation thanks to a scripted workshop with a virtual character. You will practice the art of questioning, bringing out customer insights, and methodically refining your positioning.
- Mega final quiz Test your knowledge with a dynamic and challenging revision quiz.
At the end of this training, you will know how to:
- Transform a vague brief into a clear and distinctive positioning.
- Use strategic marketing tools to manage a service launch.
- Lead and unite a team around a coherent and realistic value proposition.
An engaging e-learning module, designed for action:
- Fast-paced educational video sequences
- Interactive activities and role-playing scenarios
- Practical exercises based on real cases
- Possibility to download your summary materials
