Positioning Our New Product

Topics

positioning, perceptual maps, analysis, segment profiles, target markets


Review the activity below or download the PDF student worksheet

Student Worksheet: Positioning Our New Product


Student Discussion Activity

In this exercise you are presented with 40 alternative potential positioning slogans for a smart phone firm. This market is obviously very competitive market and a clear positioning would assist a firm in successfully competing.

In the below table there are eight 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. 

Your Choice of Segment and Positioning

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 and fun to use

25 special features

Great for managing apps, videos and songs

Ideal for people who love their smart phone

More flexible than Apple and Samsung

Simply the best

Status of being seen with the best

High quality with huge memory capacity

The only smart phone that you want to be seen with

For high achievers like you

Clearly the best quality, features and capacity

Shoppers

Great value and a smart buy

Just $999

For young kids, who might break or lose

Are you a smart shopper?

Why pay an extra $500 just for the brand?

Lives on the phone

Reliable, always works

Easy everything!

Great for traveling and working

Perfect for busy people

Only the features will distract you – not the price

High quality

Simply the best!

Best camera, sound, and touch

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

The ideal gift

“Gee thanks” Granma

Low risk gift

What to buy this year?

When you’re expected to deliver the goods

The affordable alternative

 

Student Discussion Questions

  1. Which target market and which positioning slogan would you recommend? Why?
  2. Is there more than one viable approach contained in the list above?
  3. How does a firm benefit from selecting a target market and a clearly defined positioning approach?
  4. What are the potential downsides of a narrow target market and using a tightly defined positioning approach?

Related Activities

Time for a New Positioning Slogan?

Improving Poor Positioning Slogans

Positioning Kid’s Home-delivered Food

External Information

Examples of Product Positioning