Question

Points of Difference (Unique Selling position) - How is your business unique in the market? What differentiates your product/service from others in the market? What makes your business stand out from your competition? What product gap or service need does it fill for your customers?

Market Positioning - Where do your products/services fit in the market? Are they high-end, competitive or budget? How does this compare to your competitors? Create a positioning statement for one of your target markets.

above questions are based on the "Elite Gym" below

A medium-sized regional gym, Elite Gyms, is trying to increase the repeat business generated from its database of past clients. The company has been in business for 10 years and has built a reputation of providing a high-level of personalized customer service. It has 20 local gyms staffed with commissioned salespeople and it is struggling with stiff competition. By comparison to competing gyms Elite Gyms are somewhat dated, its website was designed by the daughter of a friend of the owner and the marketing department has collected 360,000 email addresses. The email list is has not been ‘cleaned’ or ‘scrubbed’ since 2009. Elite Gyms is feeling pressure from other local gym operations, which offer a wide range of similar fitness services. Some of these gyms have newer equipment and offer personal trainers (at extra costs). The other gyms are also are heavily marketed via direct mail, TV and a variety of electronic media.