LEARNING BLOG 8: PRODUCT POSITIONING

What greatly interest me in this module is the PRODUCT POSITIONING--the one essential thing in the marketing strategy.  Positioning mainly focuses on the customer’s perception about the product or company.  That’s why the goal of product positioning is to persuade customers to believe that the marketers’ offerings are way better and different than that of the competitors. 

Marketers should aim to successfully position the products in a way the target customers would realize they need the certain products being advertised.¹

According to kissmetrics.com, one of the strategies Steve Jobs is using to launch the Apple products is PUTTING THE FOCUS ON PEOPLE, NOT THE PRODUCT.  Rarely would you hear him talk about the Apple features because basically people can locate that on websites.  Instead, he highlights more how the products affect the people.  “He talks about how annoying it is to carry both a phone and an MP3 player and how, with an iPhone, you’re condensing them down to one easy-to-carry device. It’s about simplicity, productivity, style — all things he knows people are interested in.”²

They said it isn’t about what the product does but how the product is going to make the people’s life better.  What’s really important is how the product appeals to the customers’ emotions.

References:

1.http://www.knowthis.com/principles-of-marketing-tutorials/targeting-markets/product-positioning/

2.  http://blog.kissmetrics.com/product-launch-strategies/

LEARNING BLOG 7: ANALYZING THE BARRIERS AND BENEFITS OF THE DESIRED BEHAVIOUR

Finally, it’s module 7 and we are more than halfway to the final module.  These months-length of learning Social Mobilization led me to new discoveries, which surely had been very helpful with my job as well.  

At any respective campaigns are particular goals we would like our program to achieve.  However, the way to our goals isn’t trouble-free as we thought.  There could really be coarse situations at any point and we should expect the unexpected.  It’s why analysis on the barriers and benefits of the preferred behavior (product) and the current behavior (competition) is necessary to develop tools and strategies.

Understanding the possibilities of the certain program, what to avoid, and what to improve is one of the ways to lessen the interferences that may come on the way.  Analysis is also a proactive role a DEVCOM should adapt to prepare any problem encounters concerning the behavior a program is aiming for.