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Topic: Student Questions

Position/brand Statements

Posted by Anonymous on 1/31/2010 at 11:03 PM ET 25 Points
I was wondering how do you target wealthy/affluent types in a position statement, without saying: "To the rich and wealthy our (brand) is (concept) that (points) of difference.
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  • Posted by Jay Hamilton-Roth on 2/1/2010 at 8:42 AM Member
    With higher prices (and higher values for those prices).
  • Posted by Gary Bloomer on 2/1/2010 at 10:22 AM Accepted
    Dear wuanthem,

    There are two kinds of buyers: bargain hunters and those that are price immune. I put together a 5 minute podcast on this subject about a week ago.

    You can find it here: https://bit.ly/TwoKindsOfBuyers

    To attract affluent buyers one must position one's service so that it is aligned with the buyer's dominant buying or market place compulsion:
    status, bragging rights, desire, and so on.

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA
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