The product positioning statement from Mercedes-Benz is "Engineered like no other car in the world."; Southwest Airlines states "The short-haul, no-frills and low-priced airline." and Famous Footwear's positioning statement says "The value shoe store for families." A product positioning statement is used to describe the company's target market and how it wants the market to perceive the product.
When a new company is just starting out or an existing company is launching a new product, the first step in the marketing process is coming up with a positioning statement. There is a basic template that can help guide the team in writing an effective one:
For (customer) who (statement of need or opportunity) our (product name) is (product category) that (key benefit) unlike (competition) (product) (statement of primary differentiation).
The marketing team should keep in mind that the above is only a template and can be adjusted as needed. While some positioning statements are short and to the point, others are a bit more detailed. An elegant and poetic example is that of the Harley-Davidson company:
"The only motorcycle manufacturer
That makes big, loud motorcycles
For macho guys (and "macho wannabes")
Mostly in the United States
Who want to join a gang of cowboys
In an era of decreasing personal freedom."