The most successful companies thrive by knowing exactly where they stand in the market, who they’re selling to —and how they compare to their competitors.
Understanding your positioning is the must-have foundation for both product and marketing teams if you want to grow your business and keep customers happy.
Product Marketing Managers (PMMs) are often in charge of researching the positioning of new and existing products, as well as competitor offerings. However it can be a tedious process to extract key insights. Results also become outdated quickly with ever-changing competitors and internal products.
Thankfully, there are methods and tools to make it easier for PMMs to write positioning reports for a wide range of products and update them in the blink of an eye.
Our custom Positioning template enables you to research products and services faster without having to sift through large amounts of information. The best part? It applies to any type of information and can be done in 3 simple steps.
We’ll put the process into practice with multiple examples of marketing positioning statements written with our research methodology.
Methodology & Research Process For Our Positioning Examples
Before jumping into the positioning examples, let’s define what we’re talking about when we say positioning.
What is positioning? Positioning is the strategic process of defining and communicating how a product, brand and overall business distinguishes itself from similar alternatives in the marketplace.
In our positioning examples we provide an overview of a business by outlining the:
- Product description
- Category overview
- Competition
- Marketing personas
- Unique differentiators
Traditionally, the process would look something like this:
- Compile internal documents and competitor intel
- Distill large amounts of information into valuable insights
- Organize the most important information into a shareable positioning report
Scratch the manual work. We’ve designed dedicated workflows and implemented features that support you in every step of the way when writing positioning statement examples.
We’re bringing AI research to the next level by relying on information you provide. Tools like ChatGPT share generic positioning statements pulled from large data. We believe AI can do better, which is why our Positioning template turns sources (audio, urls, paste text, files…) you trust into more accurate product or brand positioning insights.
Higher quality positioning insights will in term improve your product strategy, briefs, campaigns, etc… Which can all be written in Bash as well with dedicated templates.
Keep important information in one place, track competitor updates, summarize sources into actionable insights and rewrite information into positioning examples 10x faster.
Bash enables you to write actionable and shareable positioning examples for any product with the AI editor, ask questions and update underlying sources as products change. Try it yourself for free.
5 Product Positioning Examples Written With Bash
We’ve taken 5 sources and turned them into unique examples of positioning strategy. Check the topic in Bash attached to each positioning example to ask further questions.
Every product positioning example comes with a description, category overview, competition overview, marketing personas & unique differentiators.
Use the Q&A in each topic to dive deeper into the product and write the perfect brand positioning statement examples for your own products or competitors.
We’ll be writing positioning examples for:
- Bash
- Apple vision PRO
- Figma
- Duolingo
- Slack
Let’s get into it!
1. Market positioning example: Bash
Source: Bash homepage
Product Description
Bash is an AI-powered work feed designed to quickly write PRDs, competitive intel, positioning, and GTM materials based on your meetings, updates, and documents. It aims to save time and improve accuracy in content creation using integrated templates and editors.
Category overview
Bash competes in the productivity and content creation market. This market often requires tools that can handle information overload and streamline content generation. Unlike other tools, Bash integrates multiple sources like text, URLs, and audio to create accurate and actionable documents.
Competition
- Google Docs: Lacks integrated AI features for summarizing meetings and creating documents.
- Grammarly: Focuses mainly on editing and grammar, without a work feed or comprehensive content creation capabilities.
- Evernote: Good for note-taking but limited in turning content into polished documents seamlessly.
Persona overview
- Marketing Manager: Motivated by creating accurate marketing content quickly. Challenges include information overload and tight deadlines. Bash helps streamline content creation with AI-driven summaries and templates.
- HR Professional: Motivated by efficient documentation and compliance. Challenges include managing multiple sources of information. Bash simplifies organizing and turning HR updates into formal documents.
- Product Manager: Motivated by clear, actionable documentation. Challenges include synthesizing meeting notes into detailed reports. Bash transforms meeting recordings into actionable plans and PRDs.
Unique differentiator
- Integrated Content Creation: Bash uniquely combines multiple information sources to create precise documents.
- AI-Powered Summarization: Automatically turns meetings and documents into concise summaries. Customers save time and avoid manual errors.
- Flexibility: Offers a variety of templates for different document needs. Users tackle different tasks with ease.
- Browser extension: Bash can be used on any webpage or on the go. Users stay productive anywhere.
- Team collaboration: Easily share content and insights. Teams work better together.
2. Product positioning example for the Apple Vision PRO
Source: Apple product page
Product description: Apple Vision Pro seamlessly blends digital content with your physical space. It allows you to work, watch, relive memories, and connect in ways previously impossible.
Category overview: Apple Vision Pro competes in the augmented reality markets. Unlike traditional AR devices, it provides an immersive experience that integrates seamlessly into your daily life, from the living room to the boardroom, making digital content feel naturally part of your environment.
Competition
- Meta Quest Pro: Limited battery life and lacks premium build quality.
- Microsoft HoloLens: Expensive and primarily focused on industrial applications.
- HTC Vive: Requires external sensors and lacks portability.
Persona overview
- Tech Enthusiast: Motivated by the latest innovations. Challenges include staying updated with technology. Apple Vision Pro provides cutting-edge AR experiences.
- Professional Designer: Needs tools for detailed design work. Challenges include ergonomic and precise work environments. The product offers an infinitely customizable workspace.
- Remote Worker: Looking for effective remote collaboration. Faces isolation and connectivity issues. Apple Vision Pro offers immersive connectivity through spatial FaceTime and SharePlay.
Unique differentiator
- Immersive Spatial Audio: Competitors do not offer personalized, environment-aware audio. This system adapts audio to your room’s acoustics, providing a realistic experience.
- Custom Micro-OLED Displays: Each eye gets more pixels than a 4K TV, providing unmatched clarity for AR applications. Competing products lack this level of display precision.
- Seamless Mac Integration: Unlike competitors, Vision Pro integrates wirelessly with Mac, offering a huge virtual display. This meets workspace efficiency needs.
- Advanced Eye Tracking: Provides ultra-precise input without controllers, unlike competitors needing handheld devices. This makes interaction more intuitive and hands-free.
- Spatial Persona in FaceTime: Offers life-sized, realistic video calls, making remote interactions more engaging. No other competitors provide such an immersive remote collaboration experience.
3. Product positioning example for Figma
Source: Figma homepage
Product description: Figma helps design and development teams build and refine products together in one shared design file. Key features include creating mockups, realistic prototypes, batch editing, and seamless design-to-code translation.
Category overview: The product operates in the collaborative design and development market. Unlike traditional design software, this market values real-time collaboration and efficiency, catering to teams requiring seamless integration and communication to build great products.
Competition
- Adobe XD: Lacks real-time collaboration, making team efforts disjointed.
- Sketch: Limited to macOS and requires additional plugins for full functionality.
- InVision: Offers less intuitive design-to-code workflows, increasing development time.
Persona overview
- Team Lead: Motivated by streamlined workflows and team productivity. Challenges include aligning the team and meeting deadlines. Values synchronized design and development processes.
- UX Designer: Seeks tools for rapid iteration and realistic prototypes. Challenges are maintaining design consistency and cross-discipline communication. Benefits from batch editing and shared design space.
- Developer: Prioritizes accurate design translation to code. Struggles with miscommunication and outdated designs. Appreciates Dev Mode for clear design insights and code accuracy.
Unique differentiator
- Real-time Collaboration: Enables teams to work together seamlessly, overcoming geographical and time zone barriers.
- Batch Editing: Saves time by allowing multiple frame edits simultaneously, resolving inefficiencies in design modifications.
- Dev Mode: Provides developers with precise code, reducing errors and enhancing development speed.
- Playability of Prototypes: Facilitates immediate testing of design flows, eliminating the guesswork in user experience testing.
- Cross-Discipline Integration: Centralizes feedback and contributions, ensuring every stakeholder remains informed and aligned.
4. Product Positioning example for Duolingo
Source: Duolingo Wikipedia Page
Product description: Duolingo is an educational technology app that offers gamified learning for languages, music, and mathematics. It provides a variety of interactive exercises and adaptive algorithms to personalize learning.
Category overview: Duolingo operates in the educational technology market. Unlike traditional language learning methods, Duolingo's market appeals to tech-savvy, budget-conscious learners seeking flexible, fun, and efficient ways to learn new skills.
Competition
- Rosetta Stone: More expensive, less gamified
- Babbel: Focuses on conversational skills but lacks extensive course variety
- Memrise: Effective for vocabulary but less comprehensive in skill-building
Persona overview
- Persona 1: Julia, The Busy Professional
- Motivators: Career advancement, personal growth
- Challenges: Lack of time, expensive traditional courses
- Value: Learn on-the-go, cost-effective, personalized feedback
- Persona 2: Mark, The College Student
- Motivators: Academic success, travel opportunities
- Challenges: Budget constraints, lack of motivation
- Value: Engaging gamified learning, affordable solutions
- Persona 3: Emma, The Young Parent
- Motivators: Educating children, self-improvement
- Challenges: Juggling family responsibilities, limited access to childcare
- Value: Family-friendly courses, flexible learning schedules
Unique differentiator
- Gamified Learning Experience
- What: Interactive exercises, quizzes, and stories
- Problem: Traditional methods are less engaging, lead to quick burnout
- Solution: Fun, competitive learning environment that keeps users motivated
- Adaptive Algorithm
- What: Personalized lessons based on user performance
- Problem: Standard courses do not accommodate individual learning speeds
- Solution: Tailored feedback and recommendations for effective learning
- Multidisciplinary Approach
- What: Courses in languages, music, and math
- Problem: Need for diverse skill sets in modern education
- Solution: Comprehensive learning platform catering to various educational needs
- Community and Competition
- What: Leagues and social features
- Problem: Learning in isolation can be demotivating
- Solution: Encourage engagement through social interaction and competition
- Accessibility
- What: Free and premium models
- Problem: High costs of educational resources
- Solution: Freemium model makes quality education accessible to everyone
5.Competitive positioning examples: Slack
Source: Slack homepage
Product description: Slack, a comprehensive communication tool, streamlines workflow by integrating favorite apps and automating routine tasks. Its channels enhance connectivity across departments and time zones, fostering a better remote working environment.
Category overview: Slack operates in the team collaboration software market. Unlike other tools which may only focus on messaging or task management, Slack offers a centralized platform for communication, project management, and integration with other apps, addressing the needs of modern, hybrid workplaces.
Competition: Customers might consider Microsoft Teams, Zoom, or Asana as alternatives. However, Slack's superior integration capabilities, ease of use in connecting across departments and companies, and strong emphasis on security for all business sizes set it apart from these contenders.
Persona overview
- Remote Worker Rachel: Struggles with feeling disconnected; values Slack for its channels that foster team spirit and connection.
- Project Manager Pete: Needs to track numerous tasks and deadlines; leans on Slack's ability to integrate with project management tools, streamlining his workflow.
- IT Administrator Ian: Looks for secure, scalable communication tools; appreciates Slack for its emphasis on security and ability to support large enterprises.
Unique differentiator
- Integration with a wide range of apps solves the problem of scattered tools, making Slack a one-stop solution.
- Channels dedicated to specific topics and projects eliminate information silos, ensuring better team alignment and efficiency.
- The inclusion of audio and video clips, along with huddling features, addresses the lack of personal interaction in remote work, making communication more dynamic and closer to real-life interactions.
- Slack's scalability ensures it grows with your business, offering a level of security trusted by the world's largest companies.
- Generative AI enhances productivity by automating routine tasks, saving time and reducing manual effort.
Using Bash for all your strategic product work
Research is the cornerstone of great product strategy & content marketing work. Bash will make it easy to write new brand positioning examples for product changes and competitor changes with a dedicated process.
Dedicated research & writing tools help you retrieve the best insights for product positioning, user stories, buyer personas, battle cards, competitive intel reports and more.
AI tools help you understand information faster and turn it into actionable reports, plans and strategies that help bring your product & marketing strategy to the next level. Already mastered product positioning examples?
Try out some of our most popular AI tools:
- Meeting minutes writer: Turn audio conversations into a transcript and pull the main discussion topics from extensive conversations
- PRD generator: Turn your vision for a product or competitor features into a ready-to-build product requirements document
- Action plan generator: Turn blog posts, meeting discussions and how-to guides into actionable steps
You can go so much further besides writing market positioning examples. Bash gathers information you care about the most in one place and turns your information into actionable steps and shareable reports.
Bring your product and marketing work to the next level with built-in workflows focused on strategy and writing great content. Besides Positioning, there are 80+ templates to improve research, writing and documentation such as SWOT Analysis, Go-to-market Strategy, and many more!
