Marketing Positioning
What is positioning? How has the organisation that you have selected positioned their product?
As we all know that, there are three steps in target marketing which are market segmentation, market targeting and market positioning. According to Kotler (2010), the definition of product position is “the way the product is defined by consumer on important attributes – the place the product occupies in consumers’ minds relative to competing product” (P280). Furthermore, in principle, a brand must have something special in order to be remembered by the target market. As a consequence, a clear position in the prospect’s mind should be one of the most important goals in marketing strategies because it will make their products have the greatest advantage in the target markets, and heavily influence the buyer decisions (Tudor & Negricea, 2012). In this essay, CLINIQUE male skin care will be analysed and the market positioning will be divided into three accepts: brand situation analysis, identifying and select competitive advantage and positioning outcome.
Brand situation analysis is an important part for market positioning which normally including product features and the opportunity identification. Kyoungmi and Sharon (2009) fingered that when a person restore his or her feeling about one product by the experience of meta-cognitive difficult, he or she may be more willing to consider the useful information about the brand. For CLINIQUE, in the product features part, firstly, they have a big range of products for male like age defence, dark spot corrector and male shave. All the products are Allergy Tested and 100% fragrance free, and they customize a unique 3-step skin care system particularly for men that can make their skin in its best shape, furthermore, by using this process, CLINIQUE male skin care product can target their market into the male group who want to have good facial condition but do not have enough product experience. Secondly, we can easily find that
As we all know that, there are three steps in target marketing which are market segmentation, market targeting and market positioning. According to Kotler (2010), the definition of product position is “the way the product is defined by consumer on important attributes – the place the product occupies in consumers’ minds relative to competing product” (P280). Furthermore, in principle, a brand must have something special in order to be remembered by the target market. As a consequence, a clear position in the prospect’s mind should be one of the most important goals in marketing strategies because it will make their products have the greatest advantage in the target markets, and heavily influence the buyer decisions (Tudor & Negricea, 2012). In this essay, CLINIQUE male skin care will be analysed and the market positioning will be divided into three accepts: brand situation analysis, identifying and select competitive advantage and positioning outcome.
Brand situation analysis is an important part for market positioning which normally including product features and the opportunity identification. Kyoungmi and Sharon (2009) fingered that when a person restore his or her feeling about one product by the experience of meta-cognitive difficult, he or she may be more willing to consider the useful information about the brand. For CLINIQUE, in the product features part, firstly, they have a big range of products for male like age defence, dark spot corrector and male shave. All the products are Allergy Tested and 100% fragrance free, and they customize a unique 3-step skin care system particularly for men that can make their skin in its best shape, furthermore, by using this process, CLINIQUE male skin care product can target their market into the male group who want to have good facial condition but do not have enough product experience. Secondly, we can easily find that