Problem:
Marketers are innovative when it comes to product positioning. They have to be. Analyzing and selecting a positioning strategy can mean the difference between success and failure for a new or existing product.
Product endorsers have been an integral part of marketing for centuries. Popular music has become a major part of ad campaigns. Song selection coupled with a product endorser for a multiplatform campaign is a way to differentiate from other brands. Two recent examples include the following:
A popular brand of body wash upped the ante by using Pussycat Doll, Nicole Scherzinger, as the endorser who also sang a 'Brazilian-inspired reinterpretation' of Duran Duran's Rio.
Then, there is a shampoo company that launched a global brand campaign that features mega star Madonna and is the first of its kind using an artist of such stature to launch a global brand.
Required:
1. Create a new consumer product.
2. Define your target market.
3. Select a song and an endorser for your campaign, and explain the rationale behind your choices.
4. Discuss your competition and how you are both poised to compete and differentiate.