In 2015 during my stint as a Copywriter at an Antwerp marketing and communications agency, I positioned a new global company. WeEn, a joint venture between NXP Semiconductors and Beijing-based JAC Capital, was to bridge the gap between the Asian and European bipolar semiconductor markets.
My brief was to find the right positionining to enable WeEn to gain substantial market share in its early years.
I produced comprehensive positioning that informed people across WeEn, from C-level executives to marketing managers, of it’s position in the market, helping to align strategic and operational activities at all levels.
Process and outcomes
The agency, with over 25 years experience positioning products, had an excellent process for positioning products. So my own workflow followed this methodology closely, resulting in a strategic positioning document with the following strucutre and content:
- Current position review
- Who is WeEn?
- SWOT analysis
- Marketing mix (7 Ps)
- Current state of the global market
- Market growth for the last three years
- Biggest and smallest segments of the market
- Established players
- Three-year market projection
- Compiled using existing industry reports and projections
- Competitive analysis
- Portfolio comparison of the top fifteen companies
- SWOT analyses of the top fifteen companies
- Messaging overview of the top five players
- Target audience
- Problem-focused user personas based on interviews with engineers, designers, and manufacturers
- Value proposition
- Combining the conclusions and findings of the above into a value proposition that people across WeEn can use to inform their strategic and tactical activities
- Positioning statement
- A single statement that sums up the position of WeEn
For four years my positioning stood front and center: