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/
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