What is the difference between Value Prop vs Positioning vs Messaging

There is often confusion between

1. Value Prop
2. Positioning
3. Messaging

Think of it in this order:Value Prop > Positioning > Messaging

• Value Prop = Promise of your service / product
• Positioning = Who it is for (target buyer)
• Messaging = How the target can relate to given a context, time, situation, season etc.

Coke / Pepsi / Thumbs up = Refreshing Cold Drink = Value PropPositioning
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Pepsi = All Youth
Coke = All Adults
Thumbs up = The Rugged / off road / sporting type personalityMessaging
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It is seasonal and you can see they keep changing this every 1 or 2 years based on what is trending at that time but for the same target specified in "positioning.

My understanding is positioning statement can be descriptive (encompassing the value prop) to set a common understanding for the internal stakeholders. Positioning as such is our clarity on whom we are targeting exactly.

QuickBooks vs NetSuite we can say?

ValueProp for both is financial management software

QB - an easy to use, simple accounting software for SMBs. Eg. Restaurants, small scale businesses.

NS - a comprehensive financial management/ERP software for enterprises. Eg. Manufacturing, Logistics, Healthcare.

Ofcourse, in software, the cost of adding a new product line is relatively less and so there is nothing stopping NetSuite from entering the SMB space. But the market perception differs? 

Source - My Boss.