Build the positioning for product positioning around a claim competitors cannot honestly make.
Designing Product Positioning Strategies in the Consumer's Mind
A structured, applied course in product positioning — designed to be used the week you return.
📍 Cairo🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Most disappointing results in product positioning trace back to an audience defined too broadly. Buyers now complete much of their decision on this area of marketing and commercial practice before speaking to anyone. It concentrates on the parts of the marketing and commercial practice capability that determine outcomes and treats the rest proportionately. The teaching approach is deliberately practical: participants build a go-to-market plan for product positioning as they go. Buying a tool rarely fixes the marketing and commercial practice discipline; the underlying capability has to be built internally first. The programme works equally well for those formalising this aspect of marketing and commercial practice for the first time and those improving an existing approach. Participants finish able to explain product positioning to a non-specialist audience without losing precision. Post-incident reviews keep identifying weaknesses in this area of marketing and commercial practice that were visible long before the incident. Participants finish with a short, specific brief on this aspect of marketing and commercial practice ready to put in front of a decision maker.
Expected Learning Outcomes
Design the qualification criteria that stop effort being wasted in product positioning.
Set the minimum documentation for product positioning that is genuinely necessary, and stop there.
Design a practical operating method for product positioning that fits the organisation's size and maturity.
Build the reporting on product positioning that supports a spending decision.
Handle the trade-offs in product positioning between speed, cost and assurance explicitly rather than implicitly.
Align marketing and sales handover within product positioning so leads are not lost.
Who Should Attend
Managers in small and medium organisations who own product positioning alongside other duties.
Customer experience managers improving product positioning.
Agency and consultancy staff supporting clients on product positioning.
Product managers whose proposition depends on product positioning.
Marketing managers responsible for product positioning.
Quality staff verifying that product positioning performs as designed.
Course Modules
Product positioning: measurement, attribution and honest reporting
2 sessions · 8 pointsSession 1Choosing channels for product positioning on evidence
- Name a single owner for each element of product positioning.
- Build the content that answers the buyer's real question about product positioning.
- Identify where judgement in product positioning is legitimate and where it is not.
- Confirm that contractual obligations around product positioning are understood.
Session 2Qualifying out of product positioning early and without guilt
- Test creative for product positioning at small scale before full commitment.
- Set out the decisions in product positioning that require sign-off and by whom.
- Agree the indicators that will show whether product positioning is improving.
- Structure pricing for product positioning against perceived value.
Product positioning: channels, content and creative
2 sessions · 8 pointsSession 1Making product positioning work when resources are constrained
- Define qualification criteria that disqualify quickly in product positioning.
- Record what was learned when product positioning did not go as planned.
- Establish what evidence demonstrates product positioning is under control.
- Plan the sequence in which improvements to product positioning will be introduced.
Session 2Protecting the brand while hitting targets on product positioning
- Script the three most common objections in product positioning and the responses.
- Set objectives for product positioning in revenue terms with a timeframe.
- Remove steps in product positioning that add effort without adding assurance.
- Build the report on product positioning that answers whether to spend more or less.
Product positioning: pricing, value and discount control
2 sessions · 8 pointsSession 1Defining the audience for product positioning narrowly enough to matter
- Choose the next segment for product positioning and state why it is next.
- Check that product positioning still works when volumes rise unexpectedly.
- Document the sales process for product positioning so a new joiner can follow it.
- Design the retention action triggered when a customer of product positioning goes quiet.
Session 2Who answers for product positioning, and to whom
- Establish the boundary of product positioning and record what sits outside it.
- Verify six months later that changes to product positioning have held.
- Reduce the variation in how product positioning is carried out between teams.
- Define the trigger that would require product positioning to be redesigned.
Product positioning: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Where the buyer actually decides on product positioning
- Describe the buyer for product positioning specifically enough to name who is excluded.
- Set the discount authority for product positioning and require justification.
- Define the handover point between marketing and sales in product positioning.
- Review whether short-term tactics on product positioning are damaging the brand.
Session 2The paperwork for product positioning that is actually needed
- Set out how exceptions to product positioning are requested and approved.
- Record the rationale for each significant choice made about product positioning.
- Compare cost of acquisition against value in product positioning.
- Measure lifetime value from product positioning, not just first purchase.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.