Ultimate ABCs and XYZs, an example

PR Communications: Finding an unmet need

Here's an entry about a company marketing a product in a category we will all face eventually - death. What simple gap analysis ABCs and positioning XYZs.

A. Yes, you die (everyone does, ultimately). Away from home.
B. But, you want your ashes back where you belong, and your urn won't make it past airport security X-rays.
C. So, you need a better way (FedEx just might not seem appropriate).

Now, a company has come up with a new product that can address this unmet need, and a simple, compelling positioning.

X funeral urns for
Y loved ones coming home that
Z don't have to go into checked luggage.