This example examines a few possible marketing positions to arrive at the strongest option.
This chapter will focus on the pharmaceutical space and explore a range of possible positioning platforms for a specific offering.
Let’s call it Product X and say it was designed to treat Condition Y. The lack of specifics won’t matter in this case; in fact, that will help to generalize the example.
For background, Product X was in the early, prelaunch strategy phase when the positioning was done. We will look at the situation from a few angles so you can see the types of choices and challenges you may face when you do this for your brand.
During the situational analysis, several key facts quickly ...
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