In this exercise you are presented with 50 alternative positioning slogans that a firm promoting an MP3 player could use. This market is obviously very competitive market and a clear positioning would assist a firm in successfully competing. In the below table there are 10 segments and you’re able to select positioning across five categories.
Your goal here is to select the most appropriate target market and the most appropriate type of positioning slogan for that target market.
ACTIVITY/TASK
| Segment |
Benefits |
Attributes |
Usage |
Users |
Competitors |
|
Fashion focused |
Be trendy |
Great look and design |
Use with friends |
Be one of the “in crowd”
|
Not yesterday’s news |
|
All the features |
Easy music management |
25 special features |
Great for managing over 1,000 songs |
Ideal for music lovers |
More flexible than iPod |
|
Simply the best |
Status of being seen with the best |
High quality with 20gb capacity |
The only MP3 you want to be seen with |
For achievers like you |
Clearly the best quality – features -capacity combination |
|
Shoppers |
Great value and a smart buy |
Just $39 |
For young kids, who might break or lose |
Are you a smart shopper? |
An extra $200 just for the brand? |
|
On-the-run |
Reliable, always works |
No moving parts |
When you’re working out hard |
For athletes |
More reliable, less trendy |
|
Hardly working |
Forget yourself |
Good sound and lots of songs |
Great for traveling or working |
For people with better things to do |
Only the music will distract you – not the price |
|
Highly informed |
Convenience |
Easy pod cast ability |
When you’re ready |
For those who like to be informed |
Forget the fancy music store – get on the net instead |
|
High quality |
Enjoyable, full sound |
Crystal clear sound |
Sit, relax, enjoy! |
If you know music! |
Real sound, not blowing your own trumpet |
|
Babysitters |
Finally peace and quiet |
Safe and simple for kids |
When you need a break |
Busy kids and stressed parents |
Comes with a kid-sized price tag too |
|
Not a DVD again |
“Gee thanks” Granma |
Low risk gift |
What to buy this year? |
When you’re expected to deliver the goods |
The affordable alternative |
QUESTIONS
- Which target market and which positioning slogan would you recommend? Why?
- Is there more than one viable approach contained in the list above?
- How does a firm benefit from selecting a target market and a clearly defined positioning approach?
- What are the potential downsides of a narrow target market and using a tightly defined positioning approach?