“Positioning” in the marketing world is your company’s perception positioned in the mind of your consumer, usually in relation to your competitors. For example, we all have a position in our mind for brands of cars. Bad or good, a BMW is positioned one way in your mind and a Pinto is positioned another way. The purpose of a positioning statement is to create the perception you want for your brand before the consumer does.
Crafting a positioning statement can be very tricky. Luckily for us, Proctor & Gamble created a template that makes it very easy to create a clear and effective positioning statement. Replace the bold information with your company information.
For your audience, your product name is a category name which provides main benefit unlike primary competitor which provides competitor’s main benefit.
Using your positioning statement amongst your internal team is a great way to keep everyone focused on the main value of your product/service and is a good talking point for everyone involved in your organization.