The product Positioning Statement is part of the Marketing Strategy, which includes three more elements: goal, brand purpose, and target definition.
Positioning statements should be built upon 4 pivotal brand elements:
- Brand promise
- Product performance
- Usage conditions
- Brand image.
An example of Positioning Statement:
[BRAND X] will be positioned as an HDD which
[Promise] keeps today‘s clothes looking their best longer because of its
[Support] superior cleaning performance
[Usage condition] at all wash temperatures.
[BRAND] will be presented as a
[Tone] modern and progressive brand that delivers what it promises.
It is worth noticing the benefit in the statement above is not what the product does, like removing spots or getting a whiter white, but rather what customers get: clothes looking their best.
How can you get there? Go back to the product composition, then engage customers with surveys.
Notice also, there are no executive elements in this statement, like Housewives 18-65 years old. Executive elements do not belong to strategies. They would limit the freedom of execution.
