Positing is an important part of the marketing mix. "Positioning is the development of a specific marketing mix to influence potential customers' overall perception of a brand, product line, or organization (Lamb). Due to the fact that I am currently unemployed and my most recent position working in the last 20 years was for my ex-husbands ticket reselling business as a bookkeeper, I am going to use a company and product that I have knowledge of.
Dove soap uses a product differentiation positioning strategy where they market their product with distinguishing features from those of their competitors. There are many brands of bar soap on the market, most with their own specific features targeting a specific claim or goal. Dove soap for instance markets their product as a "beauty bar" rather than just a bar soap. One of their marketing slogans is "The secret to beautiful skin is every-day moisture, and no other bar hydrates skin better than Dove. With ¼ moisturizing cream, Dove Beauty Bar helps skin feel more firm and elastic when compared to ordinary soap" (Dove). In this way, they have successfully differentiated their product from brands such as Ivory, Dial or Aveeno. While this soap has been basically marketed toward the female segment, in recent years Dove has also added a Men's care line of products and has done a very good job overall of marketing the product with a simple slogan that "Dove Makes A Man Stronger". They have again targeted a specific market and positioned it against competitors' products in the men's personal care line.
Overall I think Dove has found and uses a very good position marketing their products in general. They use product differentiation where their products can be distinguished in perception from other products. They also use product attribute, use or application and emotion for other bases of positioning in their market segment.
Read this and write a comment. 150 words would be enough.
Hi Everyone,
The company I'm going to use for this week's discussion board is Starbucks. The product that Starbucks market is coffee, at one point of time there was no such thing as a Starbucks. People used to go to supermarkets or local stores in their neighborhood, and buy coffee beans in a can.
Starbucks position is the different types of flavored or styles of coffees and other product as well. For example they have drip brewed, lattes with or without flavors, cappuccino, and espresso. They also partnered up with Dreyers, and created coffee ice cream. Starbucks is basically targeting different types of coffee lovers when they created the different types of blend of coffee
I believe Starbucks is in a good position. They attract all different types of coffee lovers. Which makes business great for them and business for our local neighborhood stores sales down for coffees, plus they have a nice area in their shops where people can sit and read their newspapers or book, and enjoy your favorite Starbucks coffee.
Read this and write around 100 words.