EMCEE SCRIPT: POSITIONING

VALERIE:As we are about to begin, please be seated. Just a few reminders, I would like to seek your cooperation in completing
this seminar. Kindly switch your mobile phones to silent mode to avoid interruption. Thank you.

To acknowledge the presence of our beloved teacher, Mr. Pj Joshua telan Goodmorning Sir.We would like to extend a very
warm welcome to all of you. We appreciate you to join us today in our seminar workshop

VAL AND KIM:Ladies and Gentlemen,

KIMRIE:A very good morning once again to everyone and welcome to Our event for today will surely give us a lot of learning
about this program. So please sit down, relax and enjoy the rest of the morning.

It is my delight to be your emcee today for this seminar workshop. I am mark kimrie valdez and I'm also very happy to be
accompanied by my charming co-emcee, Miss Izzy Valerie Acob Good morning

VALERIE:Good morning,And I'm very happy to be co-emceeing today's event with you as well. And welcome once again to the
seminar workshop We hope you will find the program we have lined-up for you to be fruitful and engaging.

VAL AND KIMRIE:LETS START

KIMRIE:Prayer: We are grateful for this brand-new opportunity to serve our purpose and commit to the Almighty, may we
request everyone to feel the presence of the Lord for our opening prayer to be led by Ms. Ashley Tolentino

VALERIE:National Anthem: And this will be followed by the singing of the Philippine national anthem to be led by MS.JANICE
MACABALLUG

VALERIE:At this point, we shall give due recognition to the most important people of this program. So to acknowledge the
participants today,To kick-off this morning's program, we are pleased to have with us our very own Mr. Pj Joshua telan , our
honorable and beloved teacher to deliver his message

KIMRIE:Join us here on the stage

VALERIE AND KIMRIE:Thank you, MR. Pj Joshua telan for that very energetic opening message.

VALERIE:Following the message, we will have a presentation of group by Mylene, Ashley, Janice, and Lawrence,Izzy valerie

KIMRIE:The main focus of our program is the Discussion on Positioning. We will be exploring different aspects of positioning,
including:

VALERIE AND KIMRIE• Defining Positioning in Marketing Mix by Mylene Dayag

VALERIE AND KIMRIE• Steps in Positioning Marketing by Ashley, Janice, and Lawrence

VALERIE AND KIMRIE• How to Create an Effective Market Positioning Strategy by Mylene and Valerie

VALERIE AND KIMRIE• Importance of Positioning in Marketing by Lawrence and Valerie

VALERIE: We will then have an activity called "Find P's" led by Ashley Tolentino.

VALERIE:Finally, we will have closing remarks by Mark Kimrie Valdez.

VALERIE AND KIMRIE:Thank you for your time and attention. We hope you enjoy the program!
POSITIONING

Finally, the seventh P in the Marketing Mix is Positioning. When a company presents a product or service in a way that is
different from the competitors, they are said to be "positioning it. Positioning refers to a process used by marketers to create
an image in the minds of a target market.

Solid positioning will allow a single product to attract different customers for not the same reasons. For example, two people
are interested in buying a phone; one wants a phone that is cheaper in price and fashionable while the other buyer is looking
for a phone that is durable and has longer battery life and yet they buy the same exact phone.

There are three basic concepts for positioning. These are Functional Positions, Symbolic Positions and Experiential Positions.
Functional Positions deal with solving a problem, providing benefits and getting a favorable perception from investors,
stockholders and consumers. Symbolic Positions deal with self-image enhancement, ego identification, belongingness, social
meaningfulness and affective fulfilment and Experiential Positions deal with providing sensory or cognitive stimulation.

Steps of the Positioning Process

*Communicat e and deliver on the positioning strategy

*Identify your competitive advantages

*Choose competitive advantages that define your market niche

*Define your positioning strategy

*Confirm your understanding of market dynamics

Step 1: Confirm Your Understanding of Market Dynamics

At the start of the positioning process, you need a firm understanding of your target market and answers to the following
questions:

In which product, service, or market category (also called the "frame of reference") do

you plan to use this positioning?

Which target segment is your focus for the positioning you are developing?

What factors do these buyers evaluate when they make a purchasing decision? How do these buyers view your competitors in
the category?

If you don't have answers to these questions, you should consider conducting formal or informal marketing research to reach a
better understanding of your target market and the market dynamics around it.

Step 2: Identify Your Competitive Advantages

A competitive advantage is some trait, quality, or capability that allows you to outperform the competition. It gives your
product, service, or brand an advantage over others in purchasing decisions. Competitive advantage may come from and or all
of the following:

Price: Something in your production process or supply chain may make it possible for you to provide comparable value at a
lower cost than competitors.
Features: You may provide tangible or intangible features that your competitors do not: for example, more colors, better taste,
a more elegant design, quicker delivery, personalized service, etc.

Benefits: You may provide unique benefits to customers that your competitors cannot match. Benefits are intangible strengths
or outcomes your customer gets when they use your offering. For example, time savings, convenience, increased control,
enjoyment, relaxation, more choices, feeling better about oneself, being more attractive, etc.

Create a list of the things that make you different from competitors in positive ways. Then identify which of these factors are
also competitive advantages: the influential factors that help you perform better in the marketplace and cause customers to
choose your product, service, or brand over other options.

Step 3: Choose Competitive Advantages That Define Your Niche

Your list of competitive advantages represents a set of possible positioning strategies you could pursue for your product,
service, or brand. The next step is to examine how these factors fit into customer perceptions of your broader competitive set.
Your goal is to pick a positioning approach that gives you a unique and valued position in the market that competitors are not
addressing.

How to Create an Effective Market Positioning Strategy?

Create a positioning statement that will serve to identify your business and how you want the brand to be perceived by
consumers.

1. Determine company uniqueness by comparing to competitors

Compare and contrast differences between your company and competitors to identify opportunities. Focus on your strengths
and how it can exploit these opportunities.

2. Identify current market position Identify your existing market position and how the new positioning will be beneficial in
setting you apart from competitors.

3. Competitor positioning analysis Identify the conditions of the marketplace and the amount of influence each competitor can
place on each other.

4. Develop a positioning strategy

Through the preceding steps, you should achieve an understanding of what your company is, how your company is different
from competitors, the conditions of the marketplace, opportunities in the marketplace, and how your company can position
itself.