Editing Positioning (marketing) (section)

===Positioning statement===
Both theorists and practitioners argue that the positioning statement should be written in a format that includes an identification of the [[target market]], the market need, the product name and category, the key benefit delivered and the basis of the product's differentiation from any competing alternatives.<ref name="Chasm">{{cite book | title=Crossing the Chasm | year=1991 | author=Geoffrey Moore | publisher=HarperCollins Publishers | isbn=978-0887305191 | url-access=registration | url=https://archive.org/details/isbn_9780887305191 }}</ref> A basic template for writing positioning statements is as follows: "For (target customer) who (statement of the need or opportunity), the (product name) is a (product category) that (statement of key benefit – that is, compelling reason to buy). Unlike (primary competitive alternative), our product (statement of primary differentiation)."<ref name="Chasm" /> An annotated example of how this positioning statement might be translated for a specific application appears in the text-box that follows.

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! Annotated example of a Positioning Statement<ref>Volvo Creative Brief, in Rossiter, J. and Percy, L., ''Advertising Communications and Promotion Management'', N.Y., McGraw-Hill, 1997, p. 159</ref>
! Volvo
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To upper income, other brand switcher car buyers ''[target audience]'';

Volvo is a differentiated brand of prestige automobiles ''[marketing strategy]'',

That offers the benefits of safety ''[problem removal]'' as well as prestige ''[social approval]''.

The advertising for Volvo, should emphasize safety and performance ''[message strategy]'' and

Must mention prestige as an entry ticket to the category

And will downplay its previous family-car orientation in the interest of appealing to a broader range of users.
| [[File:Volvo S80 2,9 2002.jpg|thumb|''Within the prestige vehicle category, Volvo positions itself as a car offering superior safety and performance'']]
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'''Notes:''' ''Annotations, added in square brackets, were not in the original positioning statement, but are included here to show how the general format and elements of positioning statements described in the preceding discussion, have been applied to the specific example, which in this case is Volvo.''