Marketing assignment on: Targeting & positioning strategy of organizations
Targeting Strategy
The three main targeting strategies which could be used by any of the organizations would be:
Þ Differentiated Strategies
Þ Undifferentiated Strategies
Þ Concentrated Strategies
The differentiated target strategies have been used by any organization which would help in order to focus upon two or more specific market segments. The firm plans to target a particular segment which might help them to grow in the future year to come.
The undifferentiated target strategy refers to type of strategy where all the markets would be ignored. All the market segments would be treated the same without taking into consideration any discrepancies (Ries & Trout, 2001).
Concentrated strategy refers to the type of strategy where in a specific market segment would be taken into consideration. A well defined population of the segment is to be taken into consideration while practicing such type of a strategy.
Blackberry & Apple has been using the concentrated targeting strategy. The concentrated strategy refers to the type of strategy where in a specific market segment would be taken into consideration. A well defined population of the segment is to be taken into consideration while practicing such type of a strategy (Ries & Trout, 2001). The main advantage of this type of targeting strategy is that, the various resources would be used which would help in order to attain a higher & a strong position serving the mass population at large.
Positioning Strategy
There are various positioning strategies which could be used by any organization in order to position their products in the competitive market have been discussed as follows:
Þ Providing customer benefits:
The first positioning strategy which could be used by any organization would be in regards to the benefits or the characteristics attached with the product. This strategy would help in order to emphasize upon the overall style, upcoming trends in the market, etc. The product are generally positioned along with various others products belonging to the similar category (Gardiner, Lamb, Hair & McDaniel, 2009). This strategy would help in order to see the various characteristics of the similar products at the same time. This strategy would also help in order to see whether the enterprise has been communicating its products positioning in a well defined manner (Ries & Trout, 2001).
Þ Use price as a positioning element
The next positioning strategy which could be used by any organization would refer to price attached to a particular product or a service offered. The prices attached to the product should be in such a manner that, the customers should try to have full worth of the money spent by him/her. This strategy refers to one of the most effective & efficient in nature (Gardiner, Lamb, Hair & McDaniel, 2009).
Þ Positioning on the basis of use
The next positioning strategy which could be used by any organization would depend upon the use of the product or service offered. Such type of positing strategy has been utilized in order to expand the overall market for a particular brand. This strategy could also be used when a brand is planning to launch a particular product, service, etc (Ries & Trout, 2001).
Þ Positioning on the basis of the product process
Positioning on the basis of product processes would help the organization to know the class of people or users being served by the same. Such type of strategy is mainly used in case of fashion brands, high end mobile phones, sports cars, etc. In this strategy, the overall personality of the brand could be communicated (Bhasin, 2010). In such type of a strategy, repositioning would be practiced which would help in order to upgrade the products.
Þ Positioning based upon the competitors
Positioning based upon the competitors would help in order to link all the competitors based upon the various elements. This strategy would be quite helpful in order to see that, either similar or different strategies have been used by the organization. Most of the times, products belonging to the same industry type tend to use different advertisements, slogans, etc but with a similar goal of attracting more number of customers (Gardiner, Lamb, Hair & McDaniel, 2009).
Higher Prices
Sony Ericsson K530 Blackberry
Nokia (E & N Series) Apple
Sony Ericsson K770 I- Phone
Low Mega Pixel High Mega Pixel
Nokia C6
Nokia C7
Lower Prices
PERTPETUAL MAP
The various positioning strategies which have been used by Blackberry & Apple in order to position their products in the market have been enumerated as under. They are as follows:
Þ Positioning on the basis of use
The first positioning strategy which has been used by Blackberry & Apple depends upon the use of the product or service offered by the same. This positing strategy has been utilized in order to expand the overall market for a particular brand (Bhasin, 2010). This strategy would also help in order to either launch a brand or a product in the years to come.
Þ Positioning on the basis of the product process
The second positioning strategy which has been used by Blackberry & Apple refers to positioning on the basis of product processes. This strategy would mainly help the organization in order to know the class of people or users being served by the same (Bhasin, 2010). This type of strategy has been used by both the organizations which would help in order to reposition its products & capture more market share in the years to come.
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