Compare And Contrast Product Positioning And Brand Strategy

Compare And Contrast Product Positioning And Brand Strategy
Erica Davison 12064212
MST Assignment 2
Article comparison: Product placement and brand strategy
Article 1: "How does visual merchandising in fashion retail stores affect consumers' brand attitude
and purchase intention?" by Hyun Hee Park, Jung Ok Jeon & Pauline Sullivan
Article 2: "Impact of lighting design on brand image for fashion retail stores by" Thomas Schielke
These two articles explore and test aspects of consumer behaviour and reaction to visual stimulation
within a retail environment, in particular within fashion retail stores.
Article 1 is a research paper which tests for the relationship between (a) Visual merchandising
cognition and brand salience, (b) Visual merchandising cognition and attitude towards visual
merchandising, (c) Brand salience and brand attitude, (d) Attitude towards visual merchandising and
brand attitude and (e) Brand attitude and purchase intention. ... Show more content on
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Brand salience refers to brand recall and how quickly a brand is thought of when the consumer is
presented with a visual reminder of the brand identity, as well as how quickly it is thought of over its
competitors. Faster recall = higher brand salience. In this study it was found that visual
merchandising cognition was a predictor for brand salience.
Purchase intention refers to the likeliness of the consumer to make an actual purchase after
interacting with the store and brand. Usually higher brand salience and a positive brand attitude
result in higher purchase
... Get more on HelpWriting.net ...

Dell : The World's Fastest Growing Pc Market
Lenovo
Facts and background Dell entered into China, the world 's fastest growing PC market in 1998. Even
though it was a late entrant, Dell initially succeeded through its direct business model, which is
primarily aimed at industry and public service units. But this approach will leave the Chinese
consumers ' desire to touch the product before buying. Although the actual growth of the zones, the
third and fourth tier cities are left behind. But the Chinese grass was tamed domestic brand, Lenovo.
It 's relational and efficient supply chain business model, combined with the commercial network
helped Lenovo corner 35% market share; Dell continues to dip. But 2005 was a challenging year for
Dell. Not only did the company 's struggles in the consumer electronics segment, which leads to the
cancellation of MP3 players, but also the core of the PC segment, Dell was the corner of its
traditional competitors, such as Hewlett–Packard and Gateway, and new competitors, such as
Lenovo and Acer. This resulted in lower average sales prices of Dell products and operating margin
weakened. Dell has problems on various fronts; the share price fell to $ 29 in October 2005. (IBS
Case Development Centre, 2015)
In December 2004, Lenovo 's acquisition of China 's leading computer manufacturers IBM 's PC
division of $ 1.75 billion dollars. The transaction generated $ 13 billion business, which accounts for
8% of the global PC market. The takeover meant the integration of IBM by Lenovo 's

Anytime Australia Pty Ltd: Marketing Strategy
Positioning of Product/ Brand
Positioning strategies of the brand help the consumers to shape their preferences towards the brand.
It is necessary to understand the target customers and their psychology to developing right type of
positioning strategies for the brand. Right type of positioning strategies at right time help the
companies to build right image in the mind of customers. The right type of positioning strategies
help the companies to build a distinct and competitive image in the minds of the customers (Sair,
2014). In this report the author is developing positioning strategies for Anytime Australia Pty Ltd.
Anytime Australia has 17.8% market share in Australia gym and fitness industry (Whytcross, 2015).
Anytime Australia is an Australian ... Show more content on Helpwriting.net ...
As company is offering affordable price range to the customers so company also needs to cut its
expenses to remain profitable in the future. Social networking sites cost–effective source of
marketing. The traditional marketing methods involve TV, radio, print media etc. But all those
traditional sources are limited in range (NRPA, 2014). Social media marketing help to focus on mass
number of audience within limited time. Anytime Australia is also focusing on the use of technology
to differentiate their products from other competitors. The use of social media as promotional tool
will also strengthen the differentiation based positioning of Anytime Australia. Through effective
use of social media the company can target all the customers equally irrespective of their cultures.
Twitter, Facebook and Instagram are famous social networking sites. 48.1% of revenue in Australian
gym and fitness industry is coming from people aged between 15–34 years. The maximum number
of online users of social networking sites are in the age group of 18–29 years. 67% of social
networking sites user are in the age group of 18–29 years (Duggan & Brenner, 2013). The use of
facebook and twitter for promotion will attract a huge number of young adults towards Anytime
Australia. The Australian gym and fitness industry are going through a saturation phase. Social
networking sites help in improving customer loyalty and reducing retention (Ilina, 2015). There are
different categories of social media i.e. video sharing, social networking, blogging and micro–
blogging (ACE, 2009). The company can also take the service of online bloggers because it will
directly hit the psyche of customers. The owners of Anytime Australia health clubs can innovatively
use the different categories of social media to attract the customers. Linked–in is also an important
social media tool. It is a professional platform.

Thesis Statement For 3m Safety Company
III.A.iii) 3M Safety Company
III.A.iii.a) Company Profile
3M is a specialized technology conglomerate firm that serves end–users and global communities
with ground–breaking products and solutions that extend to multiple industries on a worldwide scale
(Lincoln Journal Publication, 2012).
The firm has more than 30 business units, and was founded in 1902 as the Minnesota Manufacturing
and Mining Company. The corporation is headquartered in Maplewood and its activities have been
divided into six business channels, namely: Communications, Consumer and Office Supplies,
Graphics, Transportation, Healthcare; and Safety/ Protection Equipment. 3M operates in sixty
nations, employs 88,000 employees, and declares an income of 30 billion US Dollars per year (ibid).
III.A.iii.b) Author's rationale for choosing 3M as a market leader
3M PPE offers an exceptional quality of personal safety systems, which includes an unrivaled range
of safety helmets designed in several combinations for wide scale applicability. Each helmet can
further be customized as per the end–user's specifications at minimal additions to the base selling
price of the product, which sets 3M apart from its closest competitors. Furthermore, the firm's
products are designed ... Show more content on Helpwriting.net ...
As previously explained the two inimitable features of this helmet – namely the Uvicator Sensor
Disc that protects workers from getting over–exposed to UV radiation, as well the fully rotatable
lining that allows the helmet to be worn from front to back – are the key reasons for the evident and
prominent price difference (amounting to over 55% when G3000 Uvicator is compared to the
closest comparable variant: the High Visibility variant of G3000 Solaris), which in turn are
responsible for the G3000 Uvicator becoming an exception to 3M's market positioning

The Summary of "What Is Strategy" from Michael Porter
What Is Strategy? (To make a summary of the article while answering the question, the answer
directly related to the questions are highlighted ) 1. Achievements Neutrogena has established itself
in the soap market through variety–based positioning. Michael. Porter defines strategic position as
attempts to achieve sustainable competitive advantage by preserving what is distinctive about a
company. It means performing different activities from rivals, or performing similar activities in
different ways. He maintains that strategic position emerges from three distinct but not mutually
exclusive and often overlapped sources, ie: variety–based positioning, needs–based positioning and
access ... Show more content on Helpwriting.net ...
First, a competitor can reposition itself to match the superior performer. A second and far more
common type of imitation is straddling (seeks to match the benefits of a successful position while
maintaining its existing position).Trade–offs create the need for choice and protect against
repositioners and straddlers. Above is the reason why Neutrogena's positioning is to built on a "kind
to the skin," residue–free soap formulated for pH balance (distinct from soap that can be commonly
found in the market by looking like a drug co). It advertises in medical journals, sends direct mail to
doctors, attends medical conferences, and performs research at its own Skincare Institute. To
reinforce its positioning, Neutrogena originally focused its distribution on drugstores and avoided
price promotions.(the way it implemented its strategies) Neutrogena uses a slow, more expensive
manufacturing process to mold its fragile soap. In choosing this position, Neutrogena said no to the
deodorants and skin softeners that many customers desire in their soap. It gave up the large–volume
potential of selling through supermarkets and using price promotions. It sacrificed manufacturing
efficiencies to achieve the soap's desired attributes. (trade–offs that protected the company from
imitators) And trade–offs can arise for three reasons: the aim to deliver consistent value to customer,
inflexible different activities

Analyst Essay
L'Oreal of Paris: Bringing "Class to mass" with Plenitude
Ana Paula Terzi–Palombo
1) Describe Plenitude's position in the US market in the early 1996. Why has it apparently been less
successful in the US than in France when the French "success" formula was used in the US?
Because L'Oreal had a commitment with the trade that they would keep investing and supporting its
brands financially and considering that P&G had a very strong market position in the "masstige"
skin care category, long term ROI and profit were forecasted for the following years. It was planned
that L'Oreal would gain share and well establish its brand Plenitude.
Despite careful planning, L'Oreal failed to meet profit targets 8 years after the US ... Show more
content on Helpwriting.net ...
The marketer must conduct a survey with a large sampling of subjects from the target culture, asking
pertinent questions involving preferences, social norms, values and lifestyle customs, to determine
cultural traits. Had L'Oreal done their research prior to introducing Plenitude in the US, they could
have had a better assessment of the marketplace and therefore avoid some mistakes they made when
Plenitude was introduced in the US.
2) Based on your understanding of the situation and the market research data, what is L'Oreal's
problem?
Overall, L'Oreal failed to realize and correct certain aspects of its line that were not in line with
consumers tastes in the US. Some of the main points are stated below:
•Main competitors
(Oil of Olay, Pond's and, Nivea) were situated in the HBA aisles of the stores while Plenitude
products were merchandised in point of sales in the cosmetics' aisles next to L'Oreal cosmetics
where the consumer is looking for cosmetics not skin care. The skin care consumer is in the HBA
aisles!
•Too many
product types were launched at the same time with little differentiation and too much technology for
the consumer to understand and digest.
•Cleansers were
launched as a complement to the Plenitude line as a

Global Positioning Products Case Study Essay
Marketing 412
Week 2
Case 3.2
Global Positioning Products
JoAnn Calderon
Kendra Clay
Ungenetta Green
Amber Morse
Heather Smith
Brenau University
Executive Summary
The following report analyzes whether or not Andy Chulrane, the national sales manager for Global
Positioning Products (GPP) should propose a restructure of the current sales strategy to the CEO in
an effort to lower the current cost of sales. There are many factors that need to be examined in order
to determine whether or not there is a need for a restructure. Currently the cost of sales for GPP is
running at seven percent and the target cost of sales is set at five percent. Despite Andy's efforts to
cut costs, he has been unable to achieve the ... Show more content on Helpwriting.net ...
Andy should present the historical data showing that the cost of sales has been steady at seven
percent for the past several years in an effort to convince the CEO to revise the five percent target
and set a new and more realistic target percentage. Andy should also present a restructure plan that
allows some, or all of the following: key sales representatives to manage the larger retail accounts,
implementing new technology such as the Cisco System to allow for more direct sales relationships
with customers, offer a different commission structure to the sales team to include new membership
incentives and lower commission splits on already established accounts, incorporate regular training
opportunities for the sales representatives, redistrict the sales territories, consider lay–offs, use an
online customer support medium within their website, and also offer an option for assistance in
buying products through the web.
Should Andy request a revision of the 5 percent cost–of–sales target? If so, what sort of information
would he need to convince his CEO?
Yes, Andy should request a revision of the 5 percent cost–of–sales target because numbers don't lie.
It is clear that the CEO is not aware of the cost of sales running at 7 percent and the effect it has had
on the loss of certain team members. Andy should inform the CEO of the decrease in volume of
sales when there is a departure of employees who play a

Clean Edge Razor: Splitting Hairs in Product Positioning
Name: Yuanxu He (Jason)
Semester: Fall, 2012
Course Number: MBA 812A
Date of paper: September 25th, 2012
Executive Summary
The Clean Edge which is Paramount's newest nondisposable razor has powerful influence in the
market since 2010. It was improved design and used the new skills to make the razor's properties
become better than before. Lots of men like it and consider it was the closest, cleanest and
smoothest.
The article analysis the Paramount's situation, competition, product positioning, marketing strategy
through the U.S. razor market, market segments and consumer behavior and the trends of
nondisposable razors and refill cartridges. After the company ... Show more content on
Helpwriting.net ...
Because Rosenberg said that they will siphon off consumers if he considered a mainstream
positioning strategy. A niche strategy will make more sense.
4. | Niche | Mainstream | Planned capacity Razor (Year 1) | 1.0 | 3.3 | (Year 2) | 1.5 | 4.0 | Razor:
Production per unit cost | $ 5.00 | $ 4.74 | Razor: Manufacturer price | $ 9.09 | $ 7.83 | Razor:
Suggested price | $ 12.99 | $ 11.19 | Revenue (Year 1) | 9.09 | 25.84 | (Year 2) | 13.64 | 31.32 |
Production Costs (Year 1) | 5 | 15.64 | (Year 2) | 7.5 | 18.96 | | Planned capacity Cartridge (Year 1) |
4.0 | 9.9 | (Year 2) | 10.0 | 21.9 | Average Production unit cost | $ 2.43 | $ 2.24 | Manufacturer price | $
7.35 | $ 6.22 | Suggested price | $ 10.50 | $ 8.89 | Revenue (Year 1) | 29.4 | 61.58 | (Year 2) | 73.5 |
136.22 | Production Costs (Year 1) | 9.72 | 22.18 | (Year 2) | 24.3 | 49.06 | | Capacity

Product, Positioning, Segmentation Essay
Products, Positioning, and Market Segmentation
Advertising professionals realize that the heart of any campaign is the product and the position it
holds in people's minds. Products and their brand names are newsmakers themselves. Wendy's
hamburgers, Apple computers, and California raisins (particularly when they sing and dance) are
objects of our attention and interest.
Understanding the complexities of a brand identity and its position is no easy task. A good case in
point is the activities of Coca–Cola in the last few years. After a $4 million research project, Coca–
Cola brought out a new Coke formula in May 1985 with the intention of retiring the old formula. To
everyone's surprise, the intense feelings of American consumers ... Show more content on
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When they first appeared, generics were seen as threats to brand products, particularly for products
for which lower price might be a primary criterion for purchase. Although generics enjoyed growth
during the recession of the early 1980s, with increase in American incomes, they have now dropped
back to their selling level at introduction. In their growth stage, however, the threat they posed to
brands stimulated major manufacturers to bring out lower–cost brands that were more competitive
with the generics. It is interesting in studying the no–name generic phenomenon to compare these
products with a product like Coke, which, because of years of advertising, has such a strong
personality.
One of the most controversial areas of product concepts is the brand extension. A new product gets
to share the name of an older, established brand. Early theorizing suggested that brand extensions
would sap market clout from the established product, but these fears proved groundless. Today
brand extensions occur not only within the company, but companies are licensing their brandnames
to all kinds of products in the hope of increasing brand awareness. Department stores have whole
sections devoted to Coca–Cola clothing. There are Strawberry Shortcake breakfast cereal, clothing,
books, and tricycles. In July 1987, Sears began marketing McKids children's wear in a licensing
agreement with McDonald's.
"Extensions Leave Brand in New Areas" discusses the growth, advantages and

Barnes and Noble Product Positioning
Product and Positioning
The Nook E–Reader by Barnes and Noble is a 12.1 ounce portable e–reader with a 6 inch ink screen
3G wireless connection with the ability to hold over 1,500 books on its memory card. The nook's
features also include computerized versions of popular games and allow the user to download
magazines and newspapers to the device (Bubar). This device satisfies the esteem needs of
achievement and status since owning a piece of new technology delivers the message of a higher
status symbol to a person's peer group (Chapman). Being able to afford an E–Reader satisfies a want
for convenience and is not necessary need. The current product positioning for the Nook relies on its
user friendly capabilities and ... Show more content on Helpwriting.net ...
The commercial featured in our powerpoint ad depicts how people from different areas of the world
and of different ages can use the Nook for reading, internet browsing, and playing games. All of
these people are demonstrating how easy it is to use the Nook at home, at school, at the park or at
work. The ease and versatility of the Nook is the focal point of its marketing campaign. Since the
Nook is sold exclusively by Barnes and Noble it has been an obvious choice for them to target their
current consumer base. Barnes and Noble has released a series of commercials that show people
reading books and using the Nook since both are product line extensions for Barnes and Noble.
Barnes and Noble is currently utilizing the internet for a large portion of the promotions. Barnes and
Noble currently sends emails notifications to people who have registered their email with them
either in store or online. These emails often coordinate with upcoming holidays and will entice the
customer to purchase the Nook by offering them a $25 gift card with their purchase. Barnes and
Noble ran a large print ad in October 2010 for the release of the Nook Color, the newest version for
the original Nook in black and

Nike-High End Shoe Market Survey in Bangladesh.Doc
This report was collected from : bijoynsu@gmail.com
01. INTRODUCTION
1.1 Consumer Behavior
The term consumer behavior is defined as the behavior that consumers display in searching for
purchasing, using, evaluating & disposing of products & services that they expect will satisfy their
needs. Consumer behavior focuses on how individuals make decisions to spend their available
resources (time, money, effort) on consumption related items. That includes what they buy, why they
buy it, when they buy it, where they buy it, how often they buy it, how often they use it, how they
evaluate it after the purchase and impact of such evaluation on future purchases & disposal.
Nike shoes are sold worldwide at high price. People ... Show more content on Helpwriting.net ...
Positioning is more important to the ultimate success of a product than are its actual characteristics.
The core of effective positioning is a unique position that the product occupies in the minds of the
consumer.
(a). Positioning of Nike itself
(1 = Very High, 2 = High, 3 = Average, 4 = Low, 5 = Poor)
| |1 |2 |3 |4 |5 |
|Price |46% |42% |4% |2% |6% |
|Brand Image |54% |42% |4% |0% |0% |
|Quality |36% |42% |22% |0% |0% |
|Satisfaction |26% |40% |30% |4% |0% |
|Smartness |30% |42% |18% |2% |8% |
(b). Positioning of Nike in terms of users
(1 = Strongly Agree, 2 = Agree, 3 = Neutral, 4 = Disagree, 5 = Strongly Disagree)
| |1

Business Goals Through Effective Community Management
The company agrees to the fact that it is important for the company to cater for business goals
through effective community management (Da Silveira, 2013) .The positioning of Sainsbury is
comparatively plain and it helps the users to quickly scroll through the main menu. The scale of
Sainsbury in the realm of operating in retail business is compact; hence this is reflected in the
website layout as well. However, position of Sainsbury is not cost effective, since it doesn't offer
interesting discounts.
It has been seen that both the companies try to foster loyalty programs that helps to widen brand
loyalty and builds brand equity by leaps and bounds. The loyalty card feature of Sainsbury takes into
account the intangible profitable feature that is invested in corporate social responsibility, rather than
monetarily and extrinsically benefitting customers directly. The layout in the website is user friendly
and is easy to interpret. Hence, this is how value creation and proposition is identified (Balmer,
2012). Sainsbury involves itself in customer's lives rather than conventionally providing services. In
this case, the provider's sphere is the extra Sainsbury funds invested for customer's sphere
(independent value– quality and price wise). Hence, a joint spherical value realm is created as
Sainsbury's through loyalty charity programs created as Sainsbury's through loyalty charity
programs (Gronroos & Voima, 2012).
Analysis of Positioning
Wal–Mart has been focusing

ICEDOT: Direct Marketing Analysis: Positioning Strategy
Direct Marketing Analysis
Positioning Strategy
ICEDOT Company facilitates the provision of identification and notification services in the case of
emergencies at the scene of an accident. The major services used require internet accessibility,
mobile applications, and short message technology. Quick identification of patients is facilitated,
which is needed to provide information. ICEDOT should be well positioned in the competitive
market in which it operates in, especially one that has a comparable offering. In developing a market
position strategy, various dimensions need to be put into consideration. The paper intends to talk
about the brand positioning, competitive positioning, competitive pricing, and product positioning
strategies that should be analyzed and implemented (Hitt, ... Show more content on Helpwriting.net
...
ICEDOT should position itself in the market as an affordable goods and service company. This
strategy may, however, result in decreased quality service delivery. Furthermore, the approach is
bound to enable consumer attractions a result of affordability aspects. c) High price strategy.
ICEDOT may choose to price the products and services it offers, more than the rest of the
competitors in the industry. Concerning the information from the course reading, this will be a
definite move to create a perceived value. Consumers in most cases, relate high priced products and
services to quality, and believe high priced products are more worth than the low priced
commodities. d) Distribution. This strategy will enable ICEDOT to sell the goods and services in
various places, which depicts some form of relationship with the quality. ICEDOT services can be
precisely delivered to individual markets and not to others. This will in turn give the company a
prestigious look from the consumers' perspectives (Hitt, 2008). This will make consumers believe
that their commodities and services are the top–of–the–line models and hence want to have them

Value Proposition Of Infosys
Value Proposition
For building tomorrow enterprise, it needs a paradigm shift today. As the business is transforming
continuously, it has to change it trend in business landscape. The difficult task is to generate revenue
for technology investment business. Many enterprises including Infosys is facing this challenges as
to meet stakeholder expectation, compliance with the framework, cope up with market volatility and
need innovation, mobile workforce and environmental concern. It is required to have enterprise
wide insights, standardized and streamlined processes in order to have real time information system
access and make intelligent decision for the business.
Infosys is known for delivering excellence to its client though their sustainable Global Delivery
Model. With customer demand more on value and return on investment in IT, Infosys offers a strong
price to value proposition and is able to align technology with business needs. But company has
introduced its new brand positioning Infosys 3.0, in 2011 which caused trouble as it neglected ...
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There are some key value propositions such as value for money, thorough understanding of client
business needs, nurturing customer relationships, delivering operational excellence and supporting
their strategy through IT enable business solutions to give the clients the competitive advantage.
Also, the Infosys Oracle global alliance provides assured business value to its customer through co–
development, targeted industry solutions, joint research, competencies and delivery collaboration.
With de–risking from business continuity perspective it is able to deliver its value consistently.
This

The Future Of Legal Business
The Future of Legal Business – International Law Firms
What does John Doe, managing partner of a typical international law firm headquartered in London,
think at the moment? His partners have asked him to come up with a three–year plan to strengthen
the firm's position in its home market and internationally. How to start? Times are tough, clients
please themselves by putting pressure on costs, demand is stagnating, income growth is hardly
recognizable, and profits are coming under pressure. Should he read any of these smart books or
articles dealing with development of legal markets?
Well, looking at his bookshelf leads to immediate depression: Richard Susskind's "The End of
Lawyers?", Larry Ribstein's "The Death of Big Law", Bruce MacEwen's "Growth is Dead", Mitch
Kowalski's "Avoiding Extinction", Steven Harper's "The Lawyer Bubble", Stephen Mayson's "Law
Firm Partnership – The Grand Delusion", Laura Empson's "Partnerships – Will They Survive?" ...
What do these books and articles tell him? All of these academics with their catchy book titles are
not entirely helpful. Who has the crystal ball? Ah, Mr. Doe has interviewed many managing partners
who should know what they are talking about, but what is this? The crystal ball contains a dark and
gloomy smoky premonition: The Magic Circle, the colloquial term for the U.K.'s leading law firms,
is predicted to disappear within the next decade. This doesn't irritate our John Doe, as his firm does
not belong to this distinguished

Introduction To Michael Porters Article ' What Is Strategy
After reading Michael Porters article "What is strategy" I think it's very interesting. From the article
I think operational effectiveness is not a strategy. Many organization tools like total quality
management, benchmarking, time–based competition, outsourcing, partnering, reengineering, that
are used today, do enhance and dramatically improve the operational effectiveness of a company but
fail to provide the company with sustainable profitability. Thus, the root cause of the problem seems
to be failure of management to distinguish between operational effectiveness and strategy. Although
both operational effectiveness and strategy are necessary for the superior performance of an
organization, they operate in different ways. A company can outperform rivals only if it can
establish a difference it can preserve. It must deliver greater value to customers or create comparable
value at a lower cost, or do both. However, Porter argues that most companies today compete on the
basis of operational effectiveness. I believe the productivity frontier is the sum of all existing best
practices at any given time or the maximum value that a company can create at a given cost, using
the best available skills, expertise, management techniques, and purchased inputs. The frontier is
constantly shifting outward as new technologies and management approaches are developed and as
new inputs become available. To keep up with the continuous shifts in the productivity frontier,
managers have

Organizational Structure Of Porsche
II. PORSCHE'S ORGANISATIONAL CAPABILITIES
Before being fully taken over by VW Auto Group (VW) in 2010, Porsche had been maintaining a
very standard and powerful giant in the industry.
1. Firm Infrastructure
From beginning, Porsche had positioned strategically in the niche market industry for the ability in
producing a high quality luxury sport car.
The strength of Porsche is:–
a. Leaders and Engineers
Ferdinand a genius visionary engineer and a passionate race car driver know what a true race car
driver and enthusiast wanted and get it done.
Porsche's management team remained very focus in doing what they had been doing best and
improving on it. The technologies that they had produced are not able to duplicate and imitate, like
the PDK system, PTV system and ... Show more content on Helpwriting.net ...
With their Headquarter and production plant set based in Stuttgart, Porsche is able to have a closer
monitor and control of their production and assembling plant. With the practice on lean production,
each production can be better inspected and tested to ensure every completed car produced from
their factory is in perfect order.
f. Information Management
With the focus on quality rather than quantity, Porsche had made several bold and strategic decisions
in developing alliances or taking over a partner. They partnered with MHP for their IT expertise as
SAP Implementation and Service Partner that improved Porsche's learning in new business
techniques and their technologies, and at the same time, gain an exclusion position in the ability to
integrate better IT improvements and process engineering for Porsche.
2. Human Resource Management
By setting their manpower focus in Germany, they gain the support from the manufacturing
infrastructure there due to the strong unionisation. The workforces for their manufacturing plan are
not only strong, but

Clean Edge Razor Splitting Hairs in Product Positioning
Clean Edge Razor
Splitting Hairs in Product Positioning
1. What changes are occurring in the non–disposable razor category? Assess Paramount's
competitive position. What are the strategic life–cycle challenges for Paramount's current products
as well as Clean Edge?
The non–disposable razor category has seen changes in the recent years. * Advertising expenditures
increased significantly for newer and smaller players to grab the market share whereas established
players did not increase it significantly. * Male grooming product seemed to be a bright spot in the
industry with the advent of male–specific personal care products that outpaced the growth in
women's beauty market * 5% growth per year from 2007 to 2010, ... Show more content on
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Launching "Clean Edge" as a "niche" revolutionary technology product to be a market leader.
Advantages:
a) Increase in profits and market share.
b) Opportunity for higher profit margin with new "premium" product launched for niche segment
c) Existing products can be retained and used to target "Maintenance users"
d) Careful planning of Branding strategy could bring in maximum success
Disadvantages: a) Increased marketing budget costs to launch the new product and provide
incentives to "Maintenance users"
3. Create a new strategy to market "Clean Edge" as a revolutionary technology product and gain
market share in Super–Premium segment.
Advantages:
a) Increase in profits and market share.
b) Opportunity to be become technology leader by launching the product in super premium segment
c) Existing products can be retained and used to target "Maintenance users"
d) Brand/Image enhancement Disadvantages:
a) Increased marketing budget costs to launch the new product and provide incentives to
"Maintenance users
Technology and Competition– Paramount's strategic challenges also included technology and new
players. With new players entering the market with huge advertisement expenditure, it was a threat
to the market share of Paramount.
Paramount's

Marketing Plan For Pomegranate Kitchens
4. Market–Product focus
4.1 Market and product objectives
Pomegranate kitchens currently consists of corporate consumers mostly and a sizeable general
market that is gained from online campaigns and WOM. This is a great niche; bit in order to expand
the revenue and consumer base, the business should reach out to consumers outside of these
locations. This will be executed with their new targeted marketing tactic and launch of new
innovative/unique product. Pomegranate Kitchen aims to be sustainable in the next few years and
with this positioning tactic, it seems very doable if Pomegranate Kitchens are targeting the markets
with appropriate plans.
4.2 Target Market
Individual Lunch Delivery
The target market for individual lunch delivery ... Show more content on Helpwriting.net ...
Feels concerned about the refugee crisis, but feels powerless to help
These consumer needs will lead the business to change the regular lunch provider to Pomegranate
Kitchen due to our Unique Value Proposition – healthy, delicious food, delivered to the workplace,
with a social conscience.
In office catering
The target market for in–office catering is corporate partners who want to increase the philanthropic
works in their business. These businesses will have a 'triple bottom line' or an imperative to
incorporate some ethical aspects into their day–to–day business. Targeting Managers and above with
this prospect means, direct office Executive Assistants and Administrative workers to use
Pomegranate Kitchens services.
The Business also wishes to target government agencies, of which there are many in Wellington,
using the methods above. In particular, government agencies who are involved with immigration
and refugee resettlement will be targeted, such as the Department of Internal Affairs (including
Office of Ethnic Affairs); The Ministry of Business, Innovation and Employment (including
Immigration New Zealand); and the Ministry for Foreign Affairs and Trade.
Markets for future growth
One market for anticipated future growth is packaged ingredients or goods that are connected to our
menus, such as spice rubs or condiments for people to use at home. The target market for this is the
customers of artisanal gourmet grocery establishments like Moore Wilson's. These

Positioning: Marketing and Product
Brand Positioning
Submitted by:
Rishi Dewan
PGDM–Marketing (DCP)
IMT Ghaziabad
Contents Introduction 2 Process of Positioning 3 Strategies of Positioning 5 Positioning by Product
attributes 5 Positioning by Quality 5 Positioning by Price 6 Positioning by User Category 7
Positioning by Use 8 Positioning by Competitor 9 Positioning by Celebration 10 Positioning Errors:
11 1. Under–positioning 11 2. Over Positioning 11 3. Confused positioning 12 4. Doubtful
positioning 12 Repositioning 13 Depositioning 14 Measuring the Positioning 15 Perceptual mapping
15 Multidimensional scaling (MDS) 16 Conjoint Analysis 17 Logit Analysis 18 Positioning of a
leader 19 Positioning of a ... Show more content on Helpwriting.net ...
Sony Sony is one of the world's leading manufacturers for consumer electronics and broadcast
& professional products. Established for more half a decade, Sony is known for it innovative
and high quality products.
Positioning by Price Positioning can be based on either high price or low price. With low price
positioning you sell your product cheaper than your competitor. On the contrary position based on
high price sell their product at a high price. Many luxury brands use this position. People associate
high price with quality and exclusivity.
Examples
McDonald's
McDonald's with its campaign "Purane Zamane Ke Daam" emphasized on less price .
Big Bazaar
Big Bazaar always emphasizes on priced of the products. As visible from its tag line it claims to
offer the lowest prices for the products.
Sonata Watches
Sonata is the 'Value for Money ' watch brand from Titan Industries Ltd.
Sonata, India 's largest selling watch brand, offers stylish looks at affordable prices. The
thoughtfully crafted designs encompass the aspirations of young India. The boldness and uniqueness
of each design reflects the confidence of the wearer.
Nirma
Nirma is customer focussed company laying emphasis on the cost effectiveness. Nirma is a

phenomenon and synonymous with Value for Money. Nirma was positioned as a low cost detergent
powder.
Tata Nano
The Tata Nano is a low–cost, rear–engine, four–passenger city car built

Michael Porter
I. Operational Effectiveness Is Not Strategy
According to Porter, various management tools like total quality management, benchmarking, time–
based competition, outsourcing, partnering, reengineering, that are used today, do enhance and
dramatically improve the operational effectiveness of a company but fail to provide the company
with sustainable profitability. Thus, the root cause of the problem seems to be failure of management
to distinguish between operational effectiveness and strategy: Management tools have taken the
place of strategy.
Operational Effectiveness: Necessary but Not Sufficient
Although both operational effectiveness and strategy are necessary for the superior performance of
an organization, they operate in ... Show more content on Helpwriting.net ...
It is economically feasibly only when a company can best produce particular products or services
using distinctive sets of activities.
2. Needs–based positioning: Serves most or all the needs of a particular group of customers. It is
based on targeting a segment of customers. It arises when there are a group of customers with
differing needs, and when a tailored set of activities can serve those needs best.
3. Access–based positioning: Segmenting customers who are accessible in different ways. Although
their needs are similar to those of other customers, the best configuration of activities to reach them
is different. Access can be a function of customer geography or customer scale or of anything that
requires a different set of activities to reach customers in the best way.
Whatever the basis–variety, needs, access, or some combination of the three–positioning requires a
tailored set of activities because it is always a function of differences in activities (or differences on
the supply side). Positioning, moreover, is not always a function of difference on the demand (or
customer) side. For instance, variety and access positionings do not rely on any customer
differences.
III. A Sustainable Strategic Position Requires Trade–offs
According to Porter, a sustainable advantage cannot be guaranteed by simply choosing a unique
position, as competitors will imitate a valuable position in one of the two

Zara Essay
PART A
All operation processes have one thing in common , they all take their 'inputs' like raw materials ,
knowledge , capital , equipment and time and transform them into outputs (goods and services ) .
They do this in different ways and the main four are known as the Four Vs, volume, variety,
variation and visibility.
As for volume is the level rate of outputs from a process, variety the range of different products and
services, variation the degree to which the rate or customers experience, also called customer
contact.
These four aspects should be carefully allocated with ensuring process excellence .it includes higher
efficiency, Faster cycle time and higher overall productivity, in essence. ... Show more content on
Helpwriting.net ...
2–pricing in the marketing mix of zero the concept of Zara is to provide its products at a reasonable
price to its customers.
3– The company started in 1963. Half century later, it has become own of the world's fastest
growing manufacturer of affordable Spanish fashion clothing. Currently there are around 2000
stores in 77 countries.
4– Promotions of marketing mix in Zara. it is unique marketing policy of " zero investment in
marketing

Propose a New Positioning Strategy for Acl Product
New market positioning for a new product
Introduction
ACL Clean has been a successful product in the Hampshire and the company expanded into the
Essex region Market. However sales were low and public awareness was lacking. The company was
using the majority of its funds on the products line extension and little on advertisement and product
placement. This is the key factor in the poor sales in Essex because the public isn't aware of ACL
Clean and its benefits. In order to make ACL Clean a more successful and well known product,
funds used for the product line extension need to be diverted to advertising in order implement a
new positioning strategy in the Essex market. The best way to implement a new positioning strategy
would be ... Show more content on Helpwriting.net ...
Mainly people out of school, beginning a career or becoming more established, and are able to make
a major purchase like a cleaning equipment and want one that will last them for as long as possible.
Promoting ACL clean as the product that will achieve this will increase product awareness, create
brand loyalty, and ultimately increase sales. However, as many first–time buyers have been using
other cleaning equipment or have used other products related to car care, introducing ACL clean as a
premium product will be a daunting task because there is already an established brand loyalty to
other products, even though they are not as good as ACL clean. With establishment of the original
ACL clean product in the market the opportunities of the line extensions are limitless.
A great way to promote ACL clean in the Essex market would be through public relations. A great
strategy would be to sponsor an event such as a cleaning equipment show in Essex region.
Alternative 2
Another effective means of marketing ACL clean to the Essex Region as a great product with quality
safety benefits would be through alliance with healthcare companies and local authorities.
Alternative 3
Advertising is the most obvious and effective choice to place ACL clean in the consumers mind, just
as it has in the Hampshire. Through TV commercials, magazine ads, and banners on web pages, the
name and product information relation to ACL clean would be widely visible. Since

Case Analysis
Marketing Concepts
Problem/Decision Identified
This case is about 'strategic positioning' decision dilemma of a newly developed technologically
advanced product. The product manager Randall of Paramount Health and Beauty Company– a
Global player in health and beauty industry is faced with an intriguing question of how to best
position the new product so as to have a right market fit. There are several factors which would play
an important role in the making the right decision like cannibalization effect on the company's
current product line, rapid technological advancement in the ... Show more content on
Helpwriting.net ...
Moreover, other alternatives to non disposable razors like electric shaver, disposable razor and other
substitutes like waxing, laser treatment and depilatories added onto the existing competition. If
Paramount did not come up with the correct positioning and marketing strategy in a short span of
time it would run the risk of losing the entire market to a competitor with similar technology and
also loss its early movers advantages.
SWOT Analysis:
Strength – The major strength of Paramount lay in the fact that it had an established brand name in
the non disposable razor. Moreover, the technology on which clean edge razor was based is new to
the market. This cumulative strength would enable Paramount to increase its total market share if it
positions the clean edge razor in the correct segment of the market.
Weakness– There was a lack of technological advancements in the current product lines since past
five years and, no product in the super–premium segment of the market which had the maximum
growth potential. The current products Avail and Pro were in the mature stage of its product life
cycle and would see its decline phase soon.
Opportunities– The launch of clean edge razor would equip Paramount with a competitive
advantage and they could further leverage on this technological advancement to gain more profits
and market share. The

Case Study Of Lululemon
. Wilson has strong opinions about the target audience (Ocean persona) and Lululemon's mission
and vision. Analyze and briefly describe how Lululemon presents its brand in terms of the retail
experience, promotion plan and messaging, and products.
Wilson's market choice is the opinion leaders. His consumption of an opinion leader is a single,
mid–30's professional, woman who earns six figure incomes per year. This woman workouts
regularly have a schedule and owns her home. The perfect type role model for younger women. It is
an activewear segment where people tend to be healthier and seemed to be living their lives to the
fullest. She has the money to afford great quality in workout clothing.
In the retail experience uses a tracking measure that should involve trial and satisfaction. The fitting
room area has a folding table, so that the employees could listen to their customers' needs and wants.
The company encourages their employees to personalize their interactions with customers by
writing the customer's name on their dressing room door. The word of mouth throughout the
community will increase traffic flow and sales.
The promotion plan involving an event sponsorship is a great ideal. Especially when Wilson
provided the uniforms for the 2012 Olympic Men's volleyball team and as well as the shorts and
shirts for the 2013 Wall Street Decathlon. He will reach a vast number of people, globally and
nationally. Even his tactics to rely on community–based marketing to build and

Positioning a Product or Brand
2.5 Positioning options
The main ways of positioning a product or brand are:
 By product attribute – This positioning focus on few of the benefits or characteristic of the
product.
 By product class – Looking for a leadership position of the product in the market.
 By user – This approach focus on the ideal consumer. Suggesting that the product is perfect for
that type of person and even is contributing for the social identity.
 Against competition – Here the company use comparison against the competitors.
 By quality/value – positioning of the product based on high quality. Also can be claimed that the
product have high value.
 By application– The product or the brand are positioned as the best solution for a particular task
or ... Show more content on Helpwriting.net ...
These costs less for the customer, the purchase are delivered faster, the possibility of damaged
package or product is minimal.
3.3 How prices are set to reflect an organization's objectives and market conditions
For reflecting the company's objectives and market conditions pricing strategies needs to be applied.
Market conditions, competition, quality of the product, market place are the factors that influence of
the product pricing. If the company has chosen a good pricing strategy for their products they will
have good profit and good company positioning on the market in return. For setting the prices for
products the Pricing strategy matrix can be used.
Pricing Strategies Matrix
 Penetration. With this strategy the price of the products and services are low for increasing sales
and market shares.
 Skimming strategy were the company sets high price for start and after the price is lowered. The
purpose is to make profits from all the layers of the market.
 Premium also called Image pricing is the strategy where the price is kept high in order to attract
certain segment of the market.
 Economy pricing is a method of pricing that keeps the price of the products or services low.
Commonly used in the retail food business.
 Competitive pricing is based on the prices of the competitors.

 Product line pricing is separating the goods on cost categories by creating different levels of
quality for the same range of products in

Ibm 's Decade Of Transformation Essay
Sean Li
Professor Fraser
MGMT 515
Case Write–up #1
October 30, 2014
Case 3 – IBM 's Decade of Transformation: Turnaround to Growth
1. What factors led to IBM's success during the 1960s and 1970s and its problems during the late
1980s and early 1990s.
IBM's strategic positioning led to the company's success in the 1960s and 1970s. Applegate defines
four key factors of strategic positioning; product positioning, market positioning, business network
positioning, and boundary positioning (Applegate, p.44). During this period, IBM's primary product
positioning was the S/360 mainframe computers. The S/360 systems were the first of its kind in the
industry and were designed to suit the needs of their customers (Applegate p.6). IBM's product
positioning led to huge success in the company's market positioning because IBM offered products
that customized solutions to a range of business problems. The company hired key account sales
person who reached out and successfully sold IBM products to large corporations. Revenue from
mainframe computers composed of 70 to 80 percent of IBM's profits in the 1980s (Applegate, p.8).
IBM dominated the IT industry during this time by providing innovative products that competitors
simply cannot match during this time period. As a result of their specialized products and expertise,
IBM created barriers to entry and thereby generated sustainable competitive advantage for decades
to come.
After decades of dominating the IT industry, IBM lost nearly

What Is Strategy
Sarah Carpentier 2016_PG41_07 Strategic Management
27 janvier 2016
Executive summary « What is strategy ? » Porter
Operational effectiveness is not strategy
First of all, we have to distinguish two concepts: operational effectiveness from strategy.
Operational effectiveness is of course necessary for a company, but it is not sufficient: each
company needs its own strategy.
A strategy is a plan for the company, which has to establish a difference with its competitors, and
has to preserve it in order to create a greater value. Strategy positioning is choosing different ways
to achieve similar activities from the competitors.
Operational effectiveness means performing similar activities better than the competitors can do.
We now have to ... Show more content on Helpwriting.net ...
Choosing a strategy is choosing a different set of activities from its competitors, it is trying to be
different from them. Strategic positions can be based on 3 sources :
variety–based positioning in which the company produce a subset of an industry's products or
services
needs–based positioning in which the company satisfy all needs of a segment of customers
access–based positioning in which the company satisfy different segment of customers according to
their customer geography or customer scale.
Strategy positioning can be define as a difference on the supply side, that is to say a difference in
activities. By choosing a strategy, the company chooses a unique and valuable position, with
different activities from its competitors.

A sustainable strategic position requires trade–offs
Nonetheless, defining a unique position can't be sufficient, because the competitors can copy this
position (they can reposition themselves or they can straddle).
Each company has to take into consideration an important point: the risk of trade–off. They occur
when a company tries to perform incompatible activities. Due to trade–off, the companies have to
make some

Essay Ducati
1. How did Ducati become the second most profitable motorcycle maker in the world despite its
small scale? What is the fundamental logic of Minoli's turn around?
Operational effectiveness is a key to gain profitability. [p 29 What is Strategy?]
Constant improvements in the following operational activities resulted in profit maximization of
Ducati:
 Standardization of products using two crank cases and three cylinder heads provided efficiency
gains in manufacturing.
 Moved towards a platform based approach to production gaining more efficiency with economies
of scale.
 Outsourced almost 87% of production activities involving spare parts while maintaining core
competencies like R&D, design, quality control and key trademark ... Show more content on
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Established an internal design division reducing "time to market" for new products; cross–functional
integration required for successful development of new products [Grant p 135].
Current sport bikes were inspired and derived from their traditional core competencies such as
engines with futuristic design and good handling.
 "The World of Ducati": Minoli wanted to develop a global brand "The World of Ducati" that
could appeal to a broader spectrum of customers. Minoli's initiative was "moving from the
mechanical to entertainment". Supply of product that is differentiated [Grant p 222]
Ducati entered into Sport–Touring segment, which enabled a complete presence in all categories of
Sports segment. Strategic innovation: creating new customer segment [Grant p 213]
Access–based positioning: Ducati widened the offering by introducing entry–level models coupled
with new high–end models expanding their customer base. [p 34 What is Strategy?]
Access–based positioning: The popular designs were changed over time to appeal to existing
customers who enjoyed the bikes of the olden days; customer loyalty. [p 34 What is Strategy?]
Ducati entered into the accessories, apparel business and custom design components giving
customers individuality and high performance, respectively.
Developed and manufactured riding equipment reflecting the exclusivity and racing character of the
company.
Ducati advertised products in specialized magazines only to

Strengths And Weaknesses Of Sabre
2.2.3 Competitors
2.2.3.1 Sabre
Sabre is US market leader and offers a wide range on airline IT products. Its strategy focuses on
acquisition and partnerships in order to release new solutions quickly. Furthermore, they are re–
packaging their products to offer bundled booking tools for an attractive prices. Sabre has created a
positive reputation for its approach to innovation (with some justification) and this has helped to
boost its relative (to the market) share valuation.
The main strengths of sabre is their brand, US market position, large focus on traveller centric
solutions and a strong marketing strategy. Whereas their weaknesses is rather small global
penetration, IT outsourcing, lengthy legal issues with AA in the US, large debt since buyout and
very US mind set.
2.2.3.2 Travelport ... Show more content on Helpwriting.net ...
Sabre is second with 28%, and Travelport has 25% of market share. Amadeus has been
progressively gaining market share, mainly from Travelport, over the past 14 years, whereas Sabre
has maintained its share over this period. The reason for Amadeus increasing market share can be
due to the higher investments in R&D, paying debt and better positioning in emerging markets.
Source: seekingalpha.com, 2015
As the matter of fact in 2013 Amadeus invested €505 million in R&D to research and develop
technologies for use in the travel sector. This represented 16.3% of Amadeus revenues. Furthermore,
Amadeus total R&D investment between the years 2004 and 2013 was almost €3 billion, playing a
significant role.
In terms of share price, Amadeus has also the strongest position.
Amadeus Sabre Travelport
€37.66 €25.65 €13.37
Source: euroinvestor.com, 2015
It important to highlight that Amadeus share price has decreased significantly from €41.38 in
02/06/15 to €35.30 in 09/06/15 due to the Lufthansa announcement of strategy change and
introduction of surcharge of €12 for bookings made though

Spectrum Band Product Positioning Map
Develop a product positioning map for the Spectrum Band product. Assume the map will be used as
a tool to help sales reps sell the product so make the exercise easy to follow for the customer.
When being compared with to competitors who already sell similar products, the Spectrum Band
has a significantly smaller market share, as it is a newly developed product. However, given the
different features offered in the product, it is expected that the market share will grow in the next
few years. Looking at the positioning map, it is shown that there are a lot of room for the Spectrum
Band to grow and will not compete directly with the other similar products, such as FitBit and
Jawbone due to the additional features offered in the Spectrum Band.
Positioning Statement
Spectrum Band is a high tech wearable health monitoring device that, coupled with a user friendly
app, gives physicians and individuals consistent tracking of their everyday health in one convenient
location.
ACTIVITY M2
Managing the Selling Effort and Distribution Channels
A. If TechMark hires a new sales force, what are key communications to ... Show more content on
Helpwriting.net ...
This information will show the retailer how carrying Spectrum Band will increase their profitability.
For consumers, a sales representative should know how to create excitement about the product.
Information about the integrative nature of TechMark products and the differentiation against
competitors is the key. Spectrum Band is the only fitness tracker that is able to sync wirelessly with
another device to track your overall health, allowing you to see a complete picture of your current
health. With the use of the app, customers will be able to store and access information provided by
both the Spectrum Band and SpectraTrack in one convenient

Market Segmentation, Market Positioning, Target Market,...
Starting a company, maintaining the company, and growing the company can be done successfully
with adequate research and analysis. Difficulties arise when there has not been enough examination
of the market segmentation, market positioning, target market, and product augmentation. Each of
these analyses are ways to determine how, where, and when to start a company.
Opening a hotel is never an easy task, but choosing the right city and creating a marketing plan
around the target market is a sure way to have a successful hotel. Denton, Texas is a growing town
just outside of Dallas. The University of North Texas and Texas Woman's University lie at the center
with over 50,000 students flooding the town each year. The population was reaching almost 130,000
in 2014, making almost two thirds of the population college–aged students. The median age in
Denton is twenty–eight, which is six years younger than the median age in Texas (United States
Census Bureau). A fun way to get visitors engaged in the Denton lifestyle would be to create an app
for the hotel that has information collected by the locals about the town and the interesting things to
do during their visit. There would also be a part of the app that allows the customer to create their
own portfolio which would be used by the hotel to help them create life–long customers. The best
restaurants, shopping, and entertainment could all be within the app and visitors could post their
own photos from the trip to earn points

North Face Argumentative Essay
Positioning, to marketers, means they drive their "better" product to a particular audience. This
strategy is important to marketers because, they use this technique to increase their sales by
convincing their audience that their product is better than the competing brand. A product I buy that
is "positioned" to me is The North Face backpack. As a student, North Face are popular around
campus. When someone sees a North Face backpack, they assume you might have a little money.
The backpack has many compartments and zippers. Inside the larger pocket, there is two padded
slots, one for a laptop and the other for a smaller tablet or ipad. The back of the backpack is padded
as well for comfortability. Depending on the style, there are two bottle

Branding Is A Powerful Tool For Positioning Your Product...
Branding is a powerful tool in positioning your product. Branding is valuable when customers are
determining a product to buy. Customers select products from the package design and the style of
the writing presented on the product. The brand positioning that Target will be focusing on is
Quality Positioning. Quality positioning can be used with any other brand marketing strategy.
Consumers would want to know that our products and services are durable, reliable, and if they are
worth the cost. We want to provide our consumers with the best quality products so they will keep
coming back to buy from Target.
In today's society product, distribution, pricing and promotion must consider online and offline
buyers. Product promotions are viable for a business to succeed in the marketplace. Managers must
be willing to adapt and change to cultural needs and changing media environments. As a new
company in Cuba, Target should change their promotion strategy frequently to keep and gain new
customers. Promotion strategies such as advertising, sales promotion, and personal selling activities
are necessary to a marketing strategy. Sales promotion will be effective in a low–income economy.
Target would adapt a Buy–One–Get–One–Free promotion where a customer buy a product and get
one free. Another, sales promotion would be a free–gift promotion which means with every product
a customer buys they can gain points for a free gift.
Target's products can vary from food, clothes, electronics,

Company Introduction, Market Segmentation & Product...
Company Introduction, Market Segmentation & Product Positioning
Antonio Sanguinetti
Dr. Eva Ananiewicz
Strayer University
Marketing Management
July 21, 2012
This paper will describe the details of a fictitious company and provided its background and will
develop a marketing plan with a focus on segmenting and positioning its product and service.
Thirdly, this paper will determine and decide upon at least one (1) foreign market for the product
and service.; identify the marketing segment for the product and provide a rationale for this segment
and discuss the target market and provide a rationale for this target market. Also, it will perform a
SWOT analysis (strengths, weakness, opportunities, and threats) for the ... Show more content on
Helpwriting.net ...
After researching the foreign markets, our department proposes that Canada would be our direction
to go with to expand our business. The selection that we made is due to many factors. One of the
factors involved is that Canada's housing starts for 2012 is down by only percentage points. (Centre
for the Study of Living Standards, 2012) This allows us to believe that the economy is still strong in
the Canadian foreign market. There is new construction going on in Canada and there is potential for
the market to go back up.
Discuss the potential audiences for a marketing plan and the needs of those potential audiences.
BACS anticipates that a majority of our clients will be building owners and property management
firms contracting on behalf of building owners. BACS expects that the business' client base will
consist of commercial, industrial, and residential clientele. However, we anticipate that its secondary
client base will come from the residential arena (homeowners). As time progresses, BACS may
engage more complicated industrial and high–end commercial and industrial installations. The first
group to be targeted is the owners of homes that are 12–15 years old and the second group is those
that frequent the home improvement and construction supply stores.
Identify the marketing segment for the product and provide a rationale for this segment.
The HVAC industry is comprised of companies that manufacture,

The Product Of Product Positioning
Product positioning is a technique used in marketing with the intention of presenting products in the
best possible light in order to differentiate the audience that are being targeted.it is what usually
comes to the mind when the target markets thinks about the product as compared to its competitors'
products. The Products have been positioned on the basis of their attributes, use, quality and the
users. From the advertisement, positioning of the two products are very clear in that in each
advertisement, the product attributes and of the milk has been highlighted in such a way that it is
compelling since from the fact that from the first advertisement that the person gets refuelled,
replenished and recharged after a long day work is very ... Show more content on Helpwriting.net ...
Marketers have made them different in order to be able to provide a broad picture of how milk is
useful not in only one aspect of our lives but many aspects. This will thus enable them to be able to
target a wide variety of market with differing need since the consumers are able to understand how
milk can be able to meet their specific needs that they had and also to solve the specific problems
they had. Furthermore, the two experiments are different in that the first advertisement emphasises
in the use of chocolate milk and its importance in the body where it will replenish and recharge a
person after a hard day work while the second advertisement focuses mainly on quality of the
product for instance that it contains low fat which does not result in high calories in the body.
Market segmentation is the identification of the specific groups of people based on their common
characteristics like age, sex, occupation or even locality or geographic location. Market
segmentation is important to marketers since it enables them to be able to attract consumers by
advertising in such a way that the advertisement touches on the needs of the consumers thus
motivating them to use the product. Using the five bases of segmentation, the ones that have been
utilized by the advertisements include;

Fitbit Seems Target Those Who Understand And Desire The
Fitbit seems target those who understand and desire the data gathered by the Charge 2, to use to
achieve certain fitness and health related goals. The design seems to cater for a younger market. By
targeting young people, Fitbit can take advantage of the correlation between age and brand loyalty,
as it has been shown that millennial consumers are the most brand loyal demographic (Smith, 2015).
"Brand loyalty is likely fortified if the marketing strategies...present a clear personality of the brand"
(Wu, & Lin, 2016, p194) and Fitbit maintains the company's fitness and health orientated brand
identity in the promotion of the Charge 2, in order to play to those loyal to the brand.
Product positioning
Fitbit, much like all other brands, has ... Show more content on Helpwriting.net ...
Perceptual mapping
The Fitbit Charge 2's three main competitors are the Apple Watch 2, Samsung Gear Fit 2 and the
Garmin Vivofit 3. In the perceptual mapping the two bases – price–benefit ratio as well as the design
and form – will be used to help visualize its position on the market in relation to Fitbit's 3 biggest
competitors. The price–benefit ratio was chosen as consumers "always... consider the price–benefit
ratio" (Canhoto, & Arp, 2016, p41) when buying new products, with the key benefit in question
being the device's functionality. Furthermore, the design and form was chosen as the second base
due to the "importance [on the] hedonic features" (Canhoto, & Arp, 2016, p41), that consumers
place on wearable devices.
Perceptual mapping showing the position of various products according to price–benefit ratio and
design. Below shows where the sources behind the positions.
Apple Watch 2 Design ("Apple Watch review", 2017) and price–benefit ratio ("Apple Watch Series
2", 2017)
Fitbit Charge 2 Design ("Fitbit Charge 2 Review", 2017) and price–benefit ratio ("Fitbit Charge 2",
2017)
Garmin Vivofit 3 Design ("Garmin Vivofit review", 2017) and price–benefit ratio ("Garmin Vivofit
3", 2017)
Samsung Gear fit 2 Design ("Samsung Gear Fit 2 Review", 2017) and price–benefit ratio ("Samsung
Gear Fit 2", 2017)
The price–benefit position

Marketing Strategy Of Lululemon
1. Wilson has strong opinions about the target audience (Ocean persona) and Lululemon's mission
and vision. Analyze and briefly describe how Lululemon presents its brand in terms of the retail
experience, promotion plan and messaging, and products.
Lululemon particular marketing segment is an opinion leader who is a single professional woman,
who earns six–figure incomes per year. This woman workout regularly has a schedule and owns her
home. The perfect type role model for younger women. It is an activewear segment where people
tend to be healthier and seemed to be living their lives to the fullest. She has the money to afford
high quality in workout clothing.
In the retail experience uses a tracking measure that should involve trial and satisfaction. The fitting
room area has a folding table so that the employees could listen to their customers' needs and wants.
The company encourages their employees to personalize their interactions with customers by
writing the customer's name on their dressing room door. Word of mouth throughout the community
will increase traffic flow and sales.
The promotion plan involving an event sponsorship is a high ideal. Wilson will reach a vast number
of people, globally and nationally after providing uniforms for the 2012 Olympic Men's volleyball
team and as well as the shorts and shirts for the 2013 Wall Street Decathlon. Even his tactics to rely
on community–based marketing to build and positioning the brand was a tremendous way to
embody

Compare Supply Positioning And Porter's Five Forces Analysis
Supply Positioning and Porter's Five Forces Analysis
Once after classify the product or materials identified by Supplier Positioning and Porter's Five
Forces analysis. We could simply identify each item in the purchasing portfolio matrix below. This
is related to the Portfolio analysis of power balanced described in Figure 6. In addition, using the
matrix helps develop appropriately tailored bidding and negotiation processes. Figure 12 Supply
Market Strength
The three purchasing strategies are summarized as below.
Exploit – Make the most of your high buying power to secure good prices and long–term contracts
from a number of suppliers, so that you can reduce the supply risk involved in these important
items. You may also be able to make "spot purchases" of individual batches of the item, if a
particular supplier offers you a good deal.
The only real caution is not to take any aggressive approach too far, just in case circumstances
change.
Balance – Take a middle path between the exploitation approach and the diversified ... Show more
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Supply Positioning and Supplier

Compare And Contrast Product Positioning And Brand Strategy

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