The document presents a strategy and positioning analysis for a battery-operated back scrubber sold by Bed Bath & Beyond, outlining the company's background, the product's features, and a SWOT analysis. It discusses target market segmentation based on geographic, demographic, behavioral, and psychographic factors, emphasizing the unique selling proposition of the product. The analysis concludes with a positive outlook on the product's market success, highlighting its innovative features and competitive advantages.

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11Strategy and Positioning Analysis Part 1
Jamie Evans, Tasha Higgins, Nathan McClure, Chris Gilbert,
and Malcoma Tibbs
MKT/421
April 4, 2016
Professor Mark McClintock
Strategy and Positioning Analysis
Introduction
For our week three assignment, we decided to take a look at the
new product a battery operated back scrubber that can be found
in the store Bed Bath & Beyond. In this analysis, we will
describe the organization's background and industry. We will
describe the back scrubber is and what it can do, provide the
SWOT analysis of the organization and offering, describe the
target market. Next, we will identify the needs that cause the
target market to buy; we will also include a positioning
statement that identifies the product, the target market, how the
product solves the target market's needs, and what makes this
organization different from the competition.
About Bed Bath & Beyond
Bed Bath & Beyond Inc. was incorporated in 1971. The
company later changed its name to Bed Bath & Beyond. The
products sold by this company can be brought online, in the
store, or can be purchased by using a mobile device. This
company is known for several names. According to "Thompson
Reuters" (2016), this company is known as Christmas Tree
Shops, Christmas Tree Shops andThat! Or andThat!, Harmon or
Harmon Face Values, buybuy BABY, World Market, and Cost

2. Plus World Market or Cost Plus. This company sells a range of
products such as bed linens, kitchen appliances, bathroom
items, tabletop items, and home furnishing goods. This
company has been able to expand its business over the years. As
of December 2014, Bed Bath & Beyond has 1,513 stores in 50
states.
The Product: Battery Operated Back Scrubber
The product that we are selling is the battery operated back
scrubber. This product is waterproof so that it can be used in
the shower and also has a changeable head. This product is sold
with one pair of batteries and various heads for the scrubber
that can be utilized. The different heads include soft, medium,
and firm bristles that can be changed to the consumers liking.
This product can be used as a back scrubber, but once a
washcloth is placed on the scrubber head, the product can then
be used for bathing your back.
SWOT Analysis
Strengths
Weakness
Marketing clear product performance
Water Proof battery operated technology
Uniquenessstanding out from competitors offering more
flexibility to clean and massage back
Different features in one device
Easy access to hard to reach areas.
No other device like it on the market
Expertise
Cost
Project Management

3. Low Risk Process
Procurements and supplier management
Investments
Opportunities
Threats
Market to Nursing homes for elderly, gyms, and hospitals.
Customer Loyalty Loyal customers of Bed Bath and Beyond
looking for more advance back scrubber
Technology development
Competitors could mimic the device
Shop Lifting
Price fluctuation
Inventory control
Target Market
Basically the term “market segmentation” means subdividing a
market along some similarity, commonality, or kinship.
Members of a market segment share some things in common.
The main reason for segmentation is the concentration of
marketing power, energy and force on the subdivision to attain a
competitive advantage within the specific segment. It’s very
similar to the “concentration of force” principle that is applied
in the military to overwhelm the enemy. Concentration of
marketing force and energy is the essence of all marketing
strategy, and market segmentation is the principle tool to help
achieve this objective. (McDonald & Dunbar, 2004)
Geographic Segmentation
This is generally the most common type of market
segmentation. It’s a condition where companies segment the

4. market by targeting a specific geographical area. For instance,
Bed Bath & Beyond Inc. may choose to market its brands in
certain specified countries, but not in others. The battery
operated back scrubber could be sold only in one market, one
region, one state, or one of the United States in order to
achieve concentration of force. (Cahill, 2006) Regional
differences in preferences of the consumers are common, and
this hence providing a basis for geographic specialization. For
example, Bed Bath & Beyond Inc. might choose to market its
back scrubber only in the southeastern U.S. Segmenting
geographically can be exhibited in different forms (north
versus south, urban versus rural, , warm areas versus cold
,seacoasts versus interior, high-humidity areas versus dry areas,
high-elevation versus low-elevation areas, high-humidity areas
versus dry areas just to mention a few). There is a revelation
from these examples that geographic segmentation is sometimes
a means to other types of segmentation. (Wedel & Kamakura,
2000)
Demographic Segmentation
Income, gender, housing type, age, and education level are the
most commonly applied demographic variables. Bed Bath &
Beyond Inc. can segment its target market by doing a fact
finding on the ground and ascertain which group in the
population are more likely to be interested in purchasing their
battery operated back scrubber. (Service., 1971) Education
levels more often define market segments. For instance, the
highly educated are more likely to be advanced in technology
and therefore the likelihood of forming a good customer base
for the product. It’s also worth noting that by targeting women,
much is likely to be achieved since women are known to love
new inventions especially in the line of sanitary and beauty
unlike in the case of men. Demographic segmentation almost
always plays some role in a segmentation strategy. (McDonald
& Dunbar, 2004)
Behavioral Segmentation

5. Behavioral segmentation is actually based on the on the
consumers behavior towards the product. This will help Bed
Bath & Beyond Inc.to come up with a good market strategy for
its new product. Some of the behavioristic factors or variables
that the company can concentrate on are the benefits that the
consumer seeks, the usage rate, the loyalty to the brand, the
readiness to buy, the user status or maybe the occasions when
he buys. It’s worth noting that in the case of battery operated
back scrubber, the benefits that are likely to be sought include
softness, cost effectiveness and maybe the speed of the
machine. This form of segmentation has an advantage of making
use of variables that are closely related to the product.
Behavioral segmentation basically divides consumers into
groups based on the way they use, respond and know the
product.
Psychographic or Lifestyle Segmentation
We come to psychographic (or lifestyle) segmentation that is
based upon multivariate analyses of consumer, values attitudes,
emotions, behaviors, beliefs perceptions, and interests.
Psychographic segmentation is a clear and legitimate way of
segmenting a market in situations where we can identify the
proper segmentation variables like pictures, lifestyle statements,
words just to mention a few. Qualitative research techniques
like ethnography, focus groups, and depth interviews become
invaluable at this stage since it provides the conceptual
knowledge, insight and the consumer’s exact language that can
help in designing the segmentation questionnaire. Typically
verbal comments from consumers are usually used to build the
base for psychographic or lifestyle statements. (Wedel &
Kamakura, 2000)
A big representative sample of customers that can be 1,000 or
more are then probed the degree to which they agree or disagree
with the various statements. For example, if you were designing

6. a market segmentation questionnaire for Bed Bath & Beyond
Inc. you might conduct a fleet of in-depth interviews to help
design the questionnaire. You probably would include a
behavioral section like frequency of bathing, how he/she bathes
or the kind of work one does. You would include a major
section on attitudes toward the battery operated back scrubber
like motivations for using it, fears related to its usage, positive
emotions of using the scrubber, attitudes about Bed Bath &
Beyond Inc. among others. You would also be interested in
including a section on perceptions of the company like bad
images. At this point you will realize the questionnaire is too
long and hence be forced to make some difficult decisions
concerning which questions or statements to include.
(McDonald & Dunbar, 2004)
The method of collecting data is very important since the
questionnaire is too long. The telephone is not usually
recommended for these studies because of questionnaire length.
It’s also worth noting that attitudinal statements and various
rating scales are hard to communicate through phone hence
resulting to insensitive phone data. Its better you use in-person
interviews, mail surveys or Internet-based interviews. Seeing is
much recommended than hearing since it produces much more
accurate answers. Internet survey is more valuable for
segmentation studies since respondents can participate in the
survey at their own chosen time when they can give it their full
and undivided attention. (Cahill, 2006)
Positioning Statement
People looking for a back scrubber that goes above and beyond
others out there, the revolutionary back scrubber from Bed Bath
and Beyond will leave your back and body feeling rejuvenated
and exceptionally clean. The combination of waterproof
technology and changeable scrubbing heads puts this product in
a league of its own. Men, women, young and old cannot resist
the urge to clean with this unbeatable cleaning system. This
back scratcher gives your bathing experience a twist that will

7. surpass any other.
The fully waterproof, battery operated back scrubber come
equipped with interchangeable brushing heads that rotate and
scrub the daily grime from those hard to reach places. The brush
bristles range from soft to firm, making this a unique and
customizable back scrubber. After a long day at work, taking a
shower can become bothersome when you have to stretch and
strain to reach unreachable places. The slick design and easy
grip handle is designed with comfort and ease in mind. The
handle extends to just over a foot, giving even the tallest of
individuals the extra reach to cover the entire body. The
changing heads are washing machine safe and made of a mold
proof bristles. One brush could easily last for more than a year
and the replacements are relatively cheap. This back scratcher is
available in stores and online with free shipping for a limited
time.
This back scrubber carries a lifetime warranty, and include
batteries that are fully rechargeable and carry their own
manufacturer’s lifetime warranty. To make thing even better
after you purchase your own you get receive a $25.00 gift card
for any Bed Bath and Beyond product, even some accessories
for the last back scrubber you will ever have to buy. This back
scratcher has several colors to choose from, and are available in
a size to fit everyone in the family. Bed Bath and Beyond is
committed to listening to the consumer and providing quality
products that fit the needs of the entire family’s bath time
experience.
The competition back scrubbers do not bring the anti-mold
technology, nor do they offer a lifetime warranty. This is a back
scrubber that will get your back and body thoroughly clean.

8. This back scrubber is customizable and with the replaceable
scrubbing brushes with the perfect texture for everyone. Bed
Bath and Beyond does not fail to deliver when it comes to
quality and assurance. there is a money back guarantee if after
30 days you are not satisfied with Bed Bath and Beyond’s new
innovative back scrubber.
Competitive Analysis
The battery operated back scrubber is the only item on the
market of its kind. Bed Bath and Beyond’s competitors that also
offer back scrubbers are Target, Proactiv, Walmart, Kohl’s, TJ
Maxx and Sears. There are other products that are made for
scrubbing backs while in the shower and during bath; however,
no other product is battery operated, turns while scrubbing your
back and also has interchangeable heads. The heads are able to
change from a wash cloth, to an exfoliating loofah, to other
varieties that include hard and soft bristle cleaning heads.
Our targeted customers will be both women and men. The
battery operated back scrubber is also considered suitable for
gift giving as it does not have a short life span like the ordinary
back scrubber. Our customers will want us to offer something
that they are unable to find in the ordinary back scrubber. Our
customers will notice that they will not have to do much of the
back and forth motion that you have to do while cleaning with
an ordinary back scrubber, as the battery operated back
scrubber’s head will turn in a circular motion while cleaning
their back. They will also find that our product comes with a
life time warranty and replaceable battery. This is guaranteed to
not be found by any other product on the market or by any other
company. While the cost of the back scrubber will be higher
than the ordinary back scrubber, the benefits and quality of it
will be worth the tradeoff. At this time there is not much
competition in the back scrubber offered by Bed Bath and
Beyond as it is the first like it. I do not believe we will have a
problem selling the scrubber or gaining consumers interest.

9. What Causes People to buy?
Hygiene is an important regular activity for any person to stay
healthy. As a child, one may have a parent scrubbing your back
for you, but as you grow older maintaining good personal
hygiene becomes your own responsibility. However, because of
our physical anatomies there are some places that are more
difficult to reach. But that does not mean we should let these
areas go unattended. According to a health.gov, “Good personal
hygiene habits include washing the body often. If possible,
everybody should have a shower or a bath every day.” (). So we
know we need to wash our bodies and in the case of our backs it
is difficult to do. This back scrubber can help make that task
easier so there is certainly a way to make the customer perceive
a need for this product.
But why this one back scrubber in particular? According to
George Torak “Our emotions trigger us to buy.” (Torak, 1999).
He also states that “You will be more successful when you
market and sell to the emotional wants of your prospects.” The
goal with this product will be to blur the lines between need and
want with needing a back scrubber and wanting this one. With
this knowledge in hand, we should market this product with
packaging that is attractive and triggers an emotional want in
the target market. In addition to the packaging the opportunity
exists to use the additional features this product provides to
foster a perception of need in the customer. With the automated
action the efforts usually exerted with a manual scrubber will be
compounded. Citing studies that were designed to show
increased effectiveness of this product can also be beneficial in
creating a feeling of needing this better product.
Conclusion
In conclusion, we feel the operated back scrubber will be

10. successful in this market. We have discussed the background of
Bed, Bath, and beyond, we have described what the product is,
we have shown the SWOT analysis of the organization,
explained the competitive analysis of the organization. We have
also defined the target market, identified the needs that will
cause the target market to buy this product, and we have
provided the positioning statement. After this has been
reviewed, we feel that all will see that the battery operated back
scrubber will be beneficial to all making it successful in this
market.
References
Thompson Reuters. (2016). Retrieved from
http://www.reuters.com/finance/stocks/companyProfile?symbol
=BBBY.O
Kerin, Roger A., Hartley, Steven W., & Rudelius, W. (2015).
Marketing, 12th ed. McGraw-Hill Education. New York: NY.
Articles for Business Professionals, George Torak 1999
Retrieved from
http://www.torok.com/articles/marketing/5EmotionalTriggers.ht
ml
7 Personal hygiene, 2010 retrieved from
http://www.health.gov.au/internet/publications/publishing.nsf/C
ontent/ohp-enhealth-manual-atsi-cnt-l~ohp-enhealth-manual-
atsi-cnt-l-ch3~ohp-enhealth-manual-atsi-cnt-l-ch3.7
Cahill, D. J. (2006). Lifestyle market segmentation. New York :
Haworth Press.
McDonald, M., & Dunbar, I. (2004). Market segmentation : how
to do it, how to profit from it. Amsterdam ; Boston:
Elsevier/Butterworth-Heinemann.
Service., P. M. (1971). Market segmentation. [North Sydney,
N.S.W.]: P.A. Management Consultants Pty Ltd.

11. Wedel, M., & Kamakura, W. A. (2000). Market segmentation :
conceptual and methodological foundations. Boston: Kluwer
Academic.