External Positioning Purpose

      During class we went over the positioning statement and its purpose both internally and externally. The external purpose is to differentiate the company's product or service and to establish an identity in the eyes of the consumers. An example that demonstrates this concept well is the Mac vs. PC ads. The ads are created by Apple and are designed to make PCs look terrible, while simultaneously making Macs look like the best option available. This particular ad involves a woman named Megan who is looking to buy a computer. She states various features that she wants (i.e. large screen, fast processor, lack of viruses and ensuing headaches). All of the PCs gradually taper off, leaving the Mac as the only option (inferring that the Mac satisfies all of her needs/wants).

      Apple is able to differentiate their product from PCs (and Microsoft) by demonstrating that they offer a product that is not only simple, but also high in quality and performance. Apple is also able to establish an identity to its customers by making the Mac a young, hip, trendy individual (inferring that Apple is a hip and innovative company). This image is then compared to the PC, who is portrayed as an old, nerdy individual (indicating that Microsoft is a boring company filled with computer nerds). I have always found it interesting that Apple is more focused on what PCs (and Microsoft) are unable to do, as opposed to directly stating all of the things that the Mac is able to do. It definitely seems to be working, however, as Apple's share of the market continues to increase.



Jared Fagan
Section G

Mass Customization

Individual marketing (also known as mass customization) is becoming a common term among companies. In an attempt to "delight" customers, many companies are getting into what Dell has been known for from the beginning. By definition, individual marketing means "tailoring products and marketing programs to the needs and preferences of individual customers" (p. 181). Tailoring products to customers is seeing an individual in every customer and not a customer in every individual.

To delight its customers, Dell practices mass customization. But instead of supplying billions of different computers on shelves (transferring some of the inventory costs on to its cusnumers), it allows you to order your PC on demand. You can go to Dell's website and choose whether your next computer is best suited for home, entertainment or small business purposes. You can then choose whether you want a laptop, desktop, compact etc. as well as your accessories. In summary, you choose the size, color, OS, weight, RAM, processor, hard drive, etc. that best suits you. You can also have your laptop assembled and delivered to you within 2 business days I believe. By operating this way, Dell defines and is a perfect example of mass customization by tailoring each PC to its consumer. See the promotional video below:



The Dell example goes out to show mass customization and the ability to target and attract multiple individuals without leaving anyone out. It sees an individual in every customer and tries to tailor to each and every one of them to acquire their loyalty.



Viktor Brynza, Section E
Chapter 6