[MUSIC] Hello again! So we are done with the 5C analysis. Now we have a clear understanding about the market where we are going to compete and now it's time to jump into a very critical phase. Where we're going to define our strategy. We're going to define our position for our product, for our brand. As we discussed in the very beginning of the module, the position is actually the basis upon which we're going to build a successful commercial plan. And when we speak about positioning, we are doing two things. The first thing we have to do is we have to define very precisely, what are we going to sell our product or our service? This is basically defining the target group. And the second thing we are going to do is defining the value proposition. What are we going to off to the segment we are targeting? Before we jump into the segmentation, I'm Vali Reposision. I would like to explore very quickly with you the advantages we get with a good positioning. So what are those benefits that we get? Well, first of all a good positioning is going to facilitate the product selection thanks to the differentiation it's going to deliver over competition. The second benefit we are going to get is going to be for the customer. The customer is going to get additional benefits because basically he's going to be able to get additional options. The third benefit that we get is an increase in the brand value. because among other things, a good positioning is going to bring increase brand to coordinates, and it's going to provide a clear, a niche brand image for our product, service and brand. Another advantage you're going to get is it's going to help us to organize entire marketing strategies and initiatives. Positioning is going to become the reference for different elements of the marketing mix and everything is going to work out very, very nicely. [LAUGH] As long as it enhances the brand value, it increases a return on investment we get from our marketing initiatives, which eventually is going to lead to higher market share and higher level self-profitability. And if you think about that, in the end of the day, what we are going to get is we're going to avoid competing on price. It is one of the main marketing purposes we have. So what are the consequences of not being properly positioned? I would say it's exactly the opposite, I have this explain to you. It's going to lend a poor positioning to a very poor brand image, a very low return on investment, low levels of efficiency, and in the end of the day, we're going to competen price. So this concludes the first model. I trust you enjoyed it. And now I invite you to follow up with me on the second one. [MUSIC]