What is a positioning statement in marketing?

Question

Kate Swindlehurst · Accepted Answer

In marketing, a positioning statement is a description of the product, the ideal target audience, and how this product fills a market need for that target audience. This statement guides messaging efforts to ensure that all communications are consistent.

Positioning statements are typically short and to the point. For example, Pepsi's positioning statement is as follows:

To be the world's best beverage company. Being the best means providing outstanding quality, service, cleanliness, and value so that every customer is contented and happy with their products.

This positioning statement makes sure to direct the target audience, which for a beverage company, is for every person because every person can be a customer. Then, it describes the product as a beverage and shows that people can be happy and feel content in drinking soda.