Uploaded by Humphrey Xiong

How to Write a Positioning Statement

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How to Write a Positioning Statement
The Positioning Strategy Statement typically includes the following points:
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Target Customers
Product Category
Product Benefits (and USP)
How product performs benefits
Differentiation/Competitive superiority
POSITIONING STATEMENT WORKSHEET
Creating a positioning strategy insures that your product occupies a distinct position in the
minds of customers. The PS is for internal use and is not an advertisement.
What is the target market for the
product or service? (You may
have more than one)
What is the product or service?
What is the key benefit of the
product or service?
What is the single most important
support point for the key benefit?
How is competitor 1 positioned?
How is competitor 2 positioned?
Create your positioning statement by including the information above into a simple statement.
Try to ensure that you are positioning yourself differently than your primary competitors. Good
examples of positioning statements identify the target customers, their problem, your value
proposition, and key competitive strength.
For [target end user]
Who wants/needs [compelling reason to buy]
The [product name] is a [product category]
That provides [key benefit].
Unlike [main competitor],
The [product name] [key differentiation]
Positioning Statement – Write your own now
Positioning Example #1 – Tylenol Arthritis Pain Positioning Statement
To all arthritis sufferers who want fast and effective relief from pain, no other over-the-counter
arthritis pain reliever has been proven to work better for faster on arthritis pain than Tylenol
Arthritis Pain. Tylenol Arthritis Pain works best because it contains acetaminophen, which is the
preferred first-line drug therapy for the pain of osteoarthritis, the most common form of arthritis.
An additional benefit of Tylenol Arthritis Pain is that it is aspirin free and it is unlikely to cause
gastric irritation often associated with aspirin and other nonprescription drugs. With Tylenol
Arthritis Pain, you will be relieved of your arthritis pain and you will be able to go on with your
daily activities.
Positioning Example #2 - CODA
CODA (Council on Drug Abuse) is the brand that provides the best preventative drug abuse
prevention education and support programs to youth that allow them to feel more powerful and in
control of their lives.
Positioning Example #3 – Tourism Australia
The people of Australia are friendly and straight talking and open. Their sense of mateship and
their no worries attitude make all visitors feel welcome. They make it easy to enjoy adventures
beyond imagination. Whether it’s in Australia’s wide-open landscapes, pristine oceans or vibrant
cities a holiday in Australia is an opportunity to experience a vast yet accessible adventure
playground. You don’t just visit Australia, you live it.
Positioning Example #4 – Pig (Barbecue Restaurant in Victoria)
For professionals working in downtown Victoria, Pig is the licensed restaurant that offers an
authentic Southern BBQ menu with quick lunchtime service.
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