Brand Positioning and Market Segmentation Brand positioning is an important strategy for achieving differential advantage. Essentially‚ positioning reflects “the place” a product occupies in a market or segments. GAP has a wide range of products that are reflected in multi-segments. Initially‚ as a specialty clothing retailer‚ GAP segmented the market using price as the sole criterion. GAP strategically decided to serve three major segments‚ which can be seen from price differences among GAP’s
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fashion. Some distinct factors which divide the market are as follows:- 1. Age a. 20-35 years b. 35-50 years c. 50 yr and above 2. Sex a. Male b. Female c. Unisex 3. Attitude/Orientation a. Sporty b. Jewelry c. Technology 4. Brands a. Omega b. Rolex c. Tag Heuer d. Breitling e. Cartier f. Gucci 5. Price a. 10-40k b. 40-100k c. 100k + 6. Display a. Analog b. Digital c. Dual 7. Strap a. Leather b. Metal c. Synthetic i)
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Brand Postioning: brand positioning means emphasizing on distinctive characteristic of a product that makes it different from competitor’s product and it appeals to the public. It is the sum of total that differentiates one brand from another. Root Strength: It is the original product‚ value or belief that made a brand great and on its basis brand is now growing. Brand root strength may be a format of a product‚ distinctive features in a product. For example Sony’s first commercial product was
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income adults Benefit Everyone seeks for having pleasure from the icecream Direct Sets of Competition Brand with similar target market and segmentation Panda Magic Golf Bravo Indirect Sets of Competition All other ice creams brands can be seen as indirect competitor of Magnum Even Algida’s Cornetto can be indirect competitor Positioning Map Perceived Quality x Magnum x Cornetto x Bravo x Panda Perceived Price Free Associations Research
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in the world in the year 2008 until 2010. Apple has manufactured few products which are Mac line of computers‚ iPad tablet computer‚ iPod music player‚ iPhone smartphone‚ Apple TV and Software. Based on our assignment‚ we are choosing Apple as our brand and specific to the iPhone 5 product which compare another brand’s product. Apple has manufactured 6 generations of iPhone product which is iPhone 1st‚ iPhone 3G‚ iPhone 3GS and iPhone 5. iPhone 5 is the latest smart phone that produced by Apple. On
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PEDIGREE DOG FOOD Pedigree brand dog food can trace its roots back to 1934‚ when Mars Confections purchased Chappel Brothers‚ a dog food company. Chappel specialized in canned meat called “Chappie”‚ which was unfit for human consumption (and so was sold for dog food). The company encountered difficulties during World War II‚ when metal for cans wasn’t readily available. Today‚ Pedigree is now a subsidiary of Mars‚ Incorporated. Pedigree produces four different pet food products: Pedigree‚ Whiskas
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The most effective method to pick the Right Dog Food Picking the right dog food can be somewhat precarious. That is on the grounds that there is an endless variety of foods offered in the business sector and organizations delivering them guarantee you that their item would be the best sustenance for your pets. On the off chance that you are not knowledgeable about pet foods‚ you can without much of a stretch get confused for such a large number of choices accessible available. Picking the best for
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| | Running Head: BRAND EQUITY AND POSITIONING Quaker Oats – Brand Equity and Positioning Abstract Brand equity and positioning are integral parts of any marketing campaign. Any product or service needs to provide value to its customers in order to be successful. A personal interview and research reveal information about the Quaker Oats brand‚ how it created equity and its position in the market. Having a solid foundation and keeping up with changes in trends and society are the keys to a
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Chapter Crafting the Brand Positioning This chapter illustrates how a firm can choose an effective positioning in the market and differentiate its brand. It describes the various strategies a firm can employ at each stage of a products life cycle and finally shows the implications of Market evolution for marketing Positioning: Positioning is the act of designing the company’s offering and image to occupy strategies. Developing and Communicating a Positioning Strategy Category Membership:
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There are all kinds of dog food ratings‚ comparisons‚ and reviews you can find that will help you look for the best commercial dog food brand. The information out there will evaluate crude protein content‚ ingredient sources‚ calorie values‚ and much more. One aspect of food rating that is rarely mentioned‚ though‚ is the definitions of ingredients and comparisons between commercial and homemade dog food. One reason for this is because commercial brands are very difficult to compare to homemade
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