Product Positioning/Positioning Map

Product Positioning is one of the many important aspects of marketing a new product. Not only must the marketers understand the purpose of the product, but so must the customers.

"The way the product is defined by consumers on important attributes (and) the place the product occupies in the consumers' minds relative to competing products" should be in line with the marketers' visions. If there is any discrepancy then, as with the iPad, there may be confusion on the customers' part.

This is a possible positioning map for the iPad. Based on what Apple said, the iPad is better than a netbook, has a bigger screen than an iPod Touch, and is more portable than a laptop. Furthermore, it has the capacity for eBooks which rivals the Amazon Kindle. However, it still seems unclear which area of the map Apple intended to occupy with it's new product.

Is the iPad distinct, desired, and defined?

Distinct:

• It offers basic internet and word processing like the netbook, but lacks multi-task and Flash capabilities.
• It offers eBooks like the Kindle, but will hurt your eyes whereas the Kindle uses ink.
• It is very similar to Apple's own iPod Touch, but with a few more apps and a bigger screen, but it is less portable.

Desired:

• Many of Apple and Microsoft's current customers won't want it because it may not be better than the products they already have (those on the positioning map)

Defined:

• The iPad is apparently not meant to be a big version of the iPod Touch, but that is how consumers seem to view it.

While it is generally profitable to generate innovative products using advanced technology, such a launch will only be successful if it is placed properly in the market.

Marissa Violante
Section E

STP process

Segmentation: Dividing a market into smaller groups with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes.

Targeting: The process of evaluating each market segment's attractiveness and selecting one or more segments to offer.

Positioning: Arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target customers.

Food for Thought:

When you think of wheat thins what comes to mind? I see that animated girl bouncing around the television screen happily munching on this light and healthy snack. That is why last week when I saw this commercial I was a bit surprised:



Instead of advertising to the usual weight conscious females, this ad took a stab at converting young men into eating healthier snacks. After watching that video about Levi jeans, I would assume that through segmentation analysis someone in the marketing department saw that there was a hole in the market: men who want to eat healthier snacks.

It seems that doritos, cheetos, and unhealthier snack companies target men in their commercials. I recall a doritos commercial where each bite resulted in the t.v. screen being shaken like an earthquake to emphasize the "crunch."

Wheat thins mimicked this technique of advertising by showing the young man running fast, jumping in the air, and "crunching" up his newly discovered snack.

As I said before, I was surprised of Wheat Thins new target market pick and how they incorporated other unhealthy brands/ snack competition techniques to reach out to this newly found market. They want men to still feel MANLY while eating up Wheat Thins, a snack you usually wouldn't associate with that target market. At least I wouldn't usually make that association.

It is very interesting to see new market segments being targeted!

Kylee Wible
MKTG 301 E

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