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
- 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?
Related Activities
Time for a New Positioning Slogan?
Improving Poor Positioning Slogans
Positioning Kid’s Home-delivered Food
External Information
Examples of Product Positioning
