Good morning, Marketers . Please take out your Product Mix homework so we can discuss. Today – we will cover Positioning and work on last major grade of the 9 weeks. . Positioning. Define competitive advantage.
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4. If not, we must find an unoccupied position in the market that the target market cares about.
Example: Target was certainly not the first mass merchandiser, but it was the first to successfully position itself as the “trendy, hip mass merchandiser” in the eyes of its target market.
There are seven positioning strategies that can be pursued:
Ever wonder about the laundry detergent product category? Why do several companies produce the majority of laundry brands? For example, Procter & Gamble markets Tide, Gain, Era, Cheer, Ivory, and Bold. . . among others. How does P&G differentiate these brands? How many different messages can you develop about laundry detergent? Using the Web and a little research at a retail outlet that sells laundry detergent, conduct an analysis of the P&G brands of laundry detergent. What are the distinguishing features of each brand -- and are they clearly communicated to the consumer? What are the target markets for each brand? Are the positions different enough to avoid cannibalization?