Client Success: Product Positioning
Client: A leading software industry corporation
Problem: A significantly enhanced new version of a
speech-recognition server software product was developed, but
updated product positioning was not thought through or created.
Marketing materials were thus out of date, and strategic
communications to market and sell the product were ineffective
Approach: Analyze and evaluate current product specific and
product family positioning points and key messages, and
determine new strategic positioning points that addressed both
unmet target customer needs and were differentiating product
attributes and strengths, and which accurately positioned the
product within the larger product family offerings
Results: An updated and refined positioning framework was
created that included the new positioning points, key
messages, product benefits, and feature and customer
evidence to support the new positioning points. Keynote quality
presentations were developed as core customer sales tools to
communicate the updated messages and positioning points to
increase product sales