Question

Topic: Branding

New Product Positioning Statement

Posted by Anonymous on 10/13/2008 at 5:20 AM ET 250 Points
Hi! I'm thinking of a positioning statement/phrase that would best capture the essence of a new product we'll be launching. The product is a snack that we want to be seen as having a dual personality -- that of being a biscuit and a chocolate. We want our consumers to have the impression that this is not like other biscuits because it is made more exciting by its chocolate component. At the same time, it is not like other chocolates as one can eat more of it because it is not too heavy. Our target market for this is kids 10-12 years old, or those who are no longer "kids" and at a stage when they're about to become teens.

Thanks!
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RESPONSES

  • Posted on 10/13/2008 at 5:52 AM Accepted
    Here's a stupid suggestion.. "I can't believe it's not Kitkat!"

    2 or 3 companies will probably sue you if you use this, but hey, it's marketing inspiration!

    Ok, kidding aside, go back to the R&D or who commissioned this new product, and also look at how the competition is positioning similar products. Why did your company come up with this product? Does it serve a need of a specific segment? How does it differentiate itself from others?

    When you position a 'new' product, always remember the basic STPs rather than a nude catch phrase.
  • Posted by saul.dobney on 10/13/2008 at 9:02 AM Accepted
    Choco-hot-lic
  • Posted by Jay Hamilton-Roth on 10/13/2008 at 9:10 AM Accepted
    It's Chocolate! It's A Biscuit! It's Both!
  • Posted on 10/13/2008 at 11:37 AM Accepted
    I think the best approach for you to take right now is to talk to consumers in both your anticipated target market (10-12 year-olds) as well as their parents (who might be the ultimate decision-makers) to understand the key emotional and purchasing benefits they would seek in this product. Your positioning statement should reflect the benefits they are seeking, using their language and words. By leveraging market research to develop your positioning statement around these key benefits, you'll be able to create more value in your brand and compete more effectively with current products in the same category.
  • Posted by kevin.shoesmith on 10/14/2008 at 9:32 AM Accepted
    Chocolate Clouds! (a warm bite of heaven)
    Choco-Buns
    Chocolate Pucks (promote them like chocolate hockey pucks) or Choco-Pucks


  • Posted by Mansi Shah on 10/15/2008 at 5:57 AM Accepted
    1) Crunchy Choco Taste..at its best!

    2) Oh! that chocolate. Oh! that crunch. It's Different!
  • Posted by kevin.shoesmith on 10/16/2008 at 4:00 PM Member
    Sweet Butts (might be a problem, but would appeal to age group)

    Monster Biscuits

    Biscuties
  • Posted on 10/26/2008 at 5:13 AM Accepted
    Here's an idea I just came up with:

    Assuming they come in the usual tall rectangular cookie box, put a Tic-Tac-Toe board on the back. The premise here is that two kids can play, using the biscuits as the playing pieces. One kid plays chocolate side up, the other plays plain side up, in place of X's and O's.

    You could call them Choc-Tac-Toes.
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