Positioning a New Product or Service by
Djamel Eddine Laouisset
“In
summary, product positioning involves tailoring a whole marketing program,
which needs to include product attributes, image, and price, as well as
packaging, distribution, and service, so as to best meet the needs of consumers
within a particular market segment…. Above all, it is important to remember
that continued market research and innovation are necessary to maintain such a
competitive advantage.”
Positioning
a new product takes time. You cannot create a product on Monday and have it fly
off the shelves on Friday. A marketer needs to look at the whole package of the
product and plan a accordingly. Apple does a great job of this. They target the
right market (generation X and Y) and sell their product as an experience. They
also tailor each product’s marketing. Nothing is one size fits all. They know
that to keep their stance in the market, they need to be constantly changing
with the times.
Social Marketing Campaigns : 21st Century Communication by
Timothy Edgar & Megan J. Palamé
“…[A] important feature of social
marketing is that those who design and implement an initiative must thoroughly
understand the members of the target audience whose behavior they are
attempting to change… The social marketing perspective emphasizes that without
using audience research to gain a deeper understanding of the lives of audience
members and how people view a particular issue, there is little chance of
persuading people to change their behavior.”
Knowing your market may seem like the
most obvious piece of marketing but sometimes this over looked. Many failed
products thought that by spending a lot of money or using well-known figures,
they could attract the right consumer to their product. Take Pets.com. They
spent millions on a Super Bowl ad in 2000 (their whole marking budget),
thinking they would attract the middle aged, women with expendable income. How
many middle aged, women with expendable income watch the Super Bowl? Not many.
Pets.com should have researched their target market more and allocated their
budget accordingly.
Markets and Marketing : Encyclopedia of
Consumer Culture by Russell W. Belk
“Shopping has become a recreational
activity for many people and a source that stimulates the senses and the
imagination.”
People are looking for an experience
when they shop. They want to engage with something or someone during this
process. Internet marketing has given way to interactive marketing that aims to
do just that. Take the marketing plan for the Hunger Games for example. There
was an inactive app, a national actor tour, book signings, and many other
interactive methods. The movie was great at making people feel engaged and part
of the experience of the movie, which attributed to the movie being a box
office hit.
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