Positioning Exercise PDF

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An overall look on positioning in basic marketing. This assignment is usually given in all 350 courses so here's an example! ...

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Rebecca Reyes MKT 350-41 Professor St James October 1st, 2017 EXERCISE 1

1) Positioning by Product Benefits and Characteristics Crest Pro Health Advanced Mouthwash The advertisement itself begins with a woman in her great, white teeth claiming her hygienist advised her to try a mouthwash and the woman chose Crest because of its great benefits other than fresh breath. It proceeds to state the benefits specifically such as strengthening teeth, helping prevent cavities, cleans teeth and enamel, fresh breath without burn of alcohol, etc. The luxurious product shines with beautiful colors that attracts the consumer. And with its motto popping out at the end, it does secure the positioning strategy Crest was aiming for: “Healthy beautiful smiles for life.” The commercial I’d seen was on Youtube when it interrupted the video I was watching. I had chosen this particular brand because it popped out at me. I made connections with the positioning strategy as I had read it before watching the commercial. Since it stated the benefits and had clear characteristics that made the product attractive, I chose the brand. 2) Positioning by Price/Quality DSW- Designer Shoe Warehouse This particular advertisement is online. It is widely advertised online as the website compares prices with competing brands. It displays the pictures of the shoes, the designer, the value of the shoes and the compared price at the very bottom. This type of advertisement I thought was very well fitting because of the comparison between prices. It focused on the value offered by the brand at the competitive price. And since most of these shoes are designer, it means they are of high quality for a cheaper price, so it fit this positioning strategy. 3) Positioning by Use or Application Neutrogena Light Therapy Acne Mask This ad started out with the Disney star Olivia Holt, smiling nice and bright with her clean and clear skin. They zoom in on her face as she introduces the product to emphasis her own skin. She states that it is a funky thing to use but it is super easy to use and with that consumers know just what to do with it. The face mask has one use and one use only and its application is simple: wash your face, wear the mask and press a button to turn the mask on for 10 minutes. The commercial also shows that you can move around and be productive with the mask on because it is fun and cool with the glowing light on your face. The concluding statement ends with “Use it everyday for clear skin and to help keep it that way”. The advertisement I watched was on television. It was one of those infomercials

and it only took me about seven seconds to figure the brand was using positioning by application/ use. Because it is a popular acne “resolution”, people already know what it is and what it is famous for. Proactiv is popular among acne creams. People know what is for, it removes acne or at least tries but it persuades the consumer by badgering the fact that it WILL remove acne. They try to imprint it into viewers’ heads by adding in both “real” consumers and actors. Proactiv entered the market with that particular use and made it big. It also expanded the usage of the product as stated in the book. 4) Positioning by Cultural Symbols Amazon The brand, Amazon is definitely one of the leading brands so it is uncommon not to have seen such a symbol. It is everywhere. Whether it be in magazines, television, online, etc. this culture symbol is legendary. Its smiley face underlining the brand name pops out from the magazine as something personified. It smiles at the reader/ consumer. It reassures that it is a brand anyone can trust especially with that smile. This symbol may not be caught on by others but it sure does pop out to me. The smile Amazon sliding underneath its name is reassuring that we can trust the brand. It’s fun and cool and you’re never dissatisfied with their service. They offer fast shipping and delivery, reasonable prices and its website is pretty cool and easy to navigate. We can trust and like Amazon for what it is. I used it because it caught my attention from the beginning. This culture symbol is easily identifiable and differentiated from others, such competitors like eBay and IKEA who have their own special symbol. 5) Positioning by Product User Johnson & Johnson Johnson’s Baby Newborn Skin Care was presented on Youtube as an interrupting commercial once again. It started out with the mother giving birth and the father was present too. They were both emotional. The baby is in the next frame, being cleaned up by the nurse using the product Johnson’s Baby Head to Toe Wash. She’s gentle with the baby. In the next frame, both parents run their fingers along the baby’s skin, very gently as well. It then states that the product is “#1 choice of hospitals”. In the end, the parents hold the baby and then the product is presented. This advertisement hit me like a yellow school bus. It was emotional as the mother gave birth and then the baby was gently taken cared for throughout the duration of the commercial. They explicitly market to mothers and babies or as in this commercial, it was aimed for both parents and babies. Because the brand knows that mothers will use the product to care for their babies, they position by product user. 6) Positioning by Competitor Sprint vs. Verizon The commercial introduces Paul in the yellow shirt, leather jacket and famous

glasses. What a wonder! It’s the guy from Verizon’s past commercials! He smiles at the camera and introduces himself adding that he used to be with Verizon asking if you could hear him now. He then states that he switched to Sprint for a number of reasons as he walks down the busy street radiating that sunshine. He claims that he “switched to Sprint and millions more have too” adding in that “Can you hear that?” before getting in the car. Then the words “Don’t let a 1% difference cost you twice as much” appear before telling the viewers to switch to Sprint now. This famous controversy was presented last year but the commercial remains legendary. Sprint decided to attack its rival by stealing away the spokesperson and even dissing them in the commercial itself. All because Paul decided to switch to Sprint because it offers more reliability and it saves more than other competitor rates. Although Sprint is competing with various phone companies, the target for this particular commercial was aimed for Verizon being that they took their man and he uses fighting words and says to the camera “Can you hear that?”. 7) Positioning by Product Class Netflix The ad I had seen on Netflix was in a magazine. The background is white to allow the colors red and blue accentuate the page. It tells the readers to watch their shows and movies where ever they want, highlighting the “YOU” adding in “Shows and movies everywhere on ever device”. Underneath the fragment sentence, is a space between and then the words “Welcome to Netflix” are printed. The word “Netflix” is in big, red capital letters to scream at the reader that that is its brand. And just underneath the brand name is the monthly payment, the option to cancel monthly, and that Netflix offers you one month free. It appears as though it is an ad for an airline but it is just Netflix. The reason I chose this ad was because it stated everything I was looking for in an ad. Netflix was the reason Blockbuster went out of business. It competes with not only other online streaming services but video rental stores. Yes! They still exist. It is out of their class because no one can actually watch anything they want with renting movies and you have to return them in the end! Other competitors involve Youtube, because many users post movies up and people can watch them for free. But with this ad, it offers you movies and television shows “EVERYWHERE ON EVERY DEVICE”. So you don’t need to go to the movies or wait for it to come out DVD when you have Netflix....