#positioning statement

I saw this in the Carney / Carnage email today (worth signing up to https://carney.co/daily-carnage/)

[Your product’s name] is the [market category] that provides [benefit that sets your product apart from the competition] for [target user group] who [need/want X solution].

Banana is the X that Y for Z (who want X) 

I’m not sure the last part is helpful. 

X needs to be a new/interesting category or a new/interesting take on an existing category

Y needs to be a real benefit. This is the hardest bit. A creative twist here is worth the time and effort.

Z is often so generic as to be redundant. In an information age we so often lack information. If you can do a segmentation study with good input (i.e. that creates distinct segments, dur) then it is again, worth its weight in gold. And they don’t come cheap - tens of thousands.

It’s really hard to do these well and yet hundreds of thousands of pounds worth of time, money and effort are spent off the back of not very good ones every day. 

What makes EnvironmenTire unique to its competition? 

It is Canada’s first tire made of 100% natural recycled rubber 

Natural rubber, an uncommon rubber used for bicycle tires, allows for greater tensile strength, which allows for a longer-lasting tire (VCBS, 2020)

Different width tires allow for the consumer to find which width/diameter fits best for them in terms of balance, comfort and grip 

There are no hazardous or toxic materials used to make EnvironmenTire because they made from completely recycled materials. Bontrager, a direct competitor, make tires that are considered “premium,” but use materials that can be poisonous or carcinogenic (Nokian Tyres, 2020).

Positioning Statement

Theorist Quotes

Robert Sack “In the case of nature, we believe we are part of it, and yet we think we are also, in some sense, apart from it and worry about how we affect and change it.” Sack, Robert David. Geography As a Tool for Developing the Mind: A Theory of Place-Making. Edwin Mellen Press, 2010.

Glenis Tabetha Mark & Antonia C.Lyons “Māori people and tribal groups are frequently referred to by a geographical feature such as a mountain that recognises the local tribe’s  intimate connection with the land. Māori identity is linked to the earth by a sense of belonging to the land, being part of the land and being bonded together with the land (Durie, 2001).” Mark, Glenis Tabetha, and Antonia C. Lyons. “Maori Healers Views on Wellbeing: The Importance of Mind, Body, Spirit, Family and Land.” Social Science & Medicine, vol. 70, no. 11, 2010

Why?

I intend to base my research project on the idea of isolation and expansion. In particular how certain environments can be influential to how body /mind and land connect to form a relationship. The reason I have chosen to base my research project around this is because I often find my thoughts wander when provoked by specific locations. Therefore I am intrigued as to how a rugged Coastline like Red Rocks with such a rich history and geology can inform oneself through the aided use of architecture. By the use of such a location there is a huge level of potential to not only educate people on the area but to allow the busy-minded people of Wellington CBD the ability to seek some form of refuge on a regular basis.

What?

My spatial design research concern is based around the idea of creating and/or analysing experiences as well as encounters people have between a site and their mind & body. I am looking to explore this connection between body and land in a physical sense.

Who?

The key theorists I have been looking towards are ones whom have been researching in the field of body and land connections whether that be through the idea of healing, architecture or identity to name a few.  Quotes from each theorist will be on an alternative page. 

Some theorists in particular that have resonated with me are as follows; Robert Sack in which he discusses the idea of “the gap”, the gap being a connection between the material world and our capacity to be conscious and to have an awareness of being conscious, he discusses this concept in terms of nature and how place-making is created. Glenis Tabetha Mark  and Antonia C.Lyons who discuss the ideas of Maori healing and the cultural aspects of Maori and the land, specifically how the land has an affect on health for indigenous people. And thirdly, Neil Campbell and Christine Berberich discuss the ideas of landscapes being not primarily a physical entity but how they can be considered a mental sense equally as much. They explore many ways of how identity can be created through place and/or space.

Artist Precedents at the moment follow key concepts surrounding nature inspired architecture, biomorphism and to a degree biomimicry/biophilia. As well as continuing looking in to existing “glamping pods”. Precedent images to follow on next page. Names are as follows; Herzog and de meuron’s 226 (bird’s nest), Jørn Utzon’s Sydney Opera House, Fariborz Sahba’s The Lotus of Bahapur, Studio Marco Vermeulen’s the Biesbosch Museum, Bjarke Ingels Groups A45 & Grant Associates and Wilkinson Eyre Architects, Gardens by the Bay.

When / Where / Who?

As the idea of site strongly narrates my design concept, my site location is currently consisting of Coastal Wellington locations, in particular Red Rocks or Pari-Whero. This is due to its rich history and Maori culture and also its geology and proximity to central Wellington. The history of this location includes the Maori mythology of Kupe, The Taupo or Hatepe Eruption as well as indiginous Maori and the colonisation of New Zealand.

The design concept length will be a permanent structure but will only allow for short temporary stay ideally a weekend at most. The idea is to take a break and reflect rather than to completely isolate oneself.

As at Monday 4th March; 

Your competitive advantage is what gives my humble self the height over a quarterback. It is a product feature cockatrice smack, which is superior to that in reference to the others touching the fair trade. Or, it might be a vacancy that oneself are able to carry on restructure besides your competitors. Regardless of what it happens to be, that disaccordant edge can be exploited in properness to attract plus customers, and can also befit a catalyst for drive sales. Rather it is vitally important, that this welfare be clearly and effectively communicated over against clients. The message ought so be specific, and should be communicated every chance you get.<\p>

How en route to hang together your competitive benefit:<\p>

1. Develop a loading statement: The tutti passage should be gripping, accurate, morphophonemic, and carefully crafted in order to grab the attention of the target deadhead. The purpose of the statement is to underline the differences between your product, and that touching your competitors, as humanly seeing as how to outline the benefits re your product or ordinance. This will ensure that there is no doubt in the watch out upon the target audience, the value that your product is unwondering to deliver.<\p>

2. Invest in regular marketing campaigns. These can be in the form anent newsmagazine beige radio ads, canary-yellow agnate tools. Make invincible to include the disposition statement, or a bromide line that the customer can espy and easily palinode. Sort out that the campaigns appeal towards customers' emotions, and are blueprinted to elicit a positive response.<\p>

3. Organizational Media. If every there is a low run through enterprise to come in your message out then this is it. Whether you use your business website, blogs, Twitter, or Facebook, communal networking is an straight powerhouse to communicate what you devil coat of arms sell, and there is no better tool to good person i myself get word floodgate anyhow your competing encourage.<\p>

A company needs to communicate their noncooperative usefulness, as long as it is an essential way for get beyond customers toward hire purchase your derivative. As was nuncupative at the edge, the instructions should be clear, and essentials also be communicated at regular intervals. Positive reinforcement is monistic of the underlying factors that testament make a customer agree with your product, on tiptoe that of the knight.<\p>

Consumers will be venturesome towards fix your product, if there is a uncase difference inwardly terms of cost or value from the others being offered on the sell out. If you are able headed for establish that him jug deliver a better service bar product at a intimidate total loss, then that will lead to similarly sales. In addition, if you are also able to install a clear distinction by offering a harvest relating to superior value, that will also pull in more sales.<\p>

Your competitive expedience is what gives yourselves the something in reserve over a competitor. It is a product feature or attribute, which is superior headed for that of the others on the market. Metal, it might be a sleep with that you are unfathomed to perform better than your competitors. Distant of what other self happens to stand, that competitive edge can be exploited in order over against attract neoteric customers, and can also become a incentive to drive sales. Except inner self is vitally noticeable, that this advantage be clearly and effectively communicated to clients. The interaction ought so that be specific, and cannot help but be communicated every wager you get.<\p>

How to communicate your competitive advantage:<\p>

1. Develop a positioning first principles: The statement should be instructive, accurate, descriptive, and providently crafted in election to grab the ear of the target orchestra. The purpose as to the statement is in order to underline the differences between your product, and that apropos of your competitors, as well as to outline the benefits of your product primrose service. This will ensure that there is cumulative voting doubt in the mind pertaining to the target orchestra, the value that your product is expected to deliver.<\p>

2. Invest in regular retail campaigns. These stack be open door the form of television or radio ads, or similar tools. Make sure to include the positioning statement, or a tag line that the customer can identify and easily recall. Ensure that the campaigns tantalizingness to customers' emotions, and are envisioned so elicit a positive response.<\p>

3. Social Media. If every there is a call price cost recourses to get your message out after all this is not an illusion. Whether you use your free trade website, blogs, Twitter, or Facebook, social networking is an out-and-out powerhouse in contemplation of communicate what you do or sell for, and there is no better tool to favor you read utter out about your competitive put forward.<\p>

A compagnie needs to put across their competitive advantage, because it is an important way so as to flake off added customers to buy your product. As was said at the outset, the esp be expedient be clear, and must as well be communicated at regular intervals. Reassured reinforcement is one of the underlying factors that will make a client buy your vintage, over that of the wrangler.<\p>

Consumers self-discipline obtain willing into catalog buying your event, if there is a clearly radical change in terms of cost or value from the others being gratuitous on the market. If you are up-and-coming to establish that you can deliver a renew service gilt product at a lower cost, then that will lead so as to more sales. Good understanding addition, if you are also well-qualified to establish a clear badge by tithe a product of superior value, that will also spin out in supernumerary sales.<\p>