Posted in Marketing and Strategy Terms, Total Reads: 644
Definition: Positioning Statement
Every firm tries to occupy a portion of the mind and heart of their target group. After targeting a particular group of potential customers based on their segmentation criteria, a firm tries to create a unique positioning of their brands or the firm itself.
This unique positioning can be done by a positioning statement which has the key message the firm wants to deliver, brand benefits, and the additional value that the customer can derive which is not available in other competing brands. In other words, a positioning statement, the Point of Parity (POP) and the Point of Difference (POD) is clearly mentioned.
Positioning statement is usually found in advertisements. For example, the positioning statement of L’Oreal is, ‘You are worth it.’ L’Oreal has served the premium segment of cosmetics, beauty products, and skin and hair care products. The positioning statement depicts that every user or potential user deserve to reap the benefit of such a better product offerings offered by L’Oreal. It shows that L’Oreal is not only a premium brand but also a value for money.