Page 6: Positioning the brand
The focusing of a brand upon a range of customer needs and requirements relative to other products is a function of product positioning. Positioning involves identifying key values considered to be important for consumers and then using these to highlight and develop the product's image.
KP took a long hard look at 'Hula Hoops the Brand' and produced the following positioning statement:
'It's the Hula Hoops shape that makes them so good to eat'.
'Everything good about Hula Hoops stems from their unique shape'.