Product positioning is closely related to market segment focus (Berry, 2008). Product positioning involves creating a unique, consistent, and recognized customer perception about a firm’s offering and image. Products in the same category can be positioned in many different ways. Below are three examples of different positioning strategies for hair care products.
Advertisement (1): ASIENCE Deep Nourish
ASIENCE Shampoo Deep Nourish is specially formulated for Asian hair that is prone to damage from chemical treatment, UV rays, braiding, blow drying and frequent perming and styling (SGBox.com, 2009). In this advertisement, we think that the product is positioned by the marketers as a hair care product formulated by natural ingredients that nourish, replenish and restore the essence of beauty especially for Asians. As the product’s brand name, ASIENCE implies, the product is positioned as a hair care product that combines traditional Asian hair care ingredients and modern Science. The wording of the sub-headline, “naturally nourish, replenish and restore the essence of beauty” is carefully selected by the marketers to strengthen their positioning strategy. The word “naturally” shows that the product works in a natural way through traditional and pure ingredients. The rest of the headline clearly illustrates the benefits of the product which enable the consumers to attain the essence of Asian beauty.
The product’s endorser, Gianna Jun, plays an important role in reinforcing the product’s positioning strategy. The marketers are wise in selecting Gianna Jun as the product’s endorser because her personality, image and reputation suit well with the product’s positioning strategy. We think that Gianna Jun was selected to endorse the product because she is famous for her shiny long straight hair. In the advertisement, her long hair which looks healthy, youthful shine and smooth reinforces the product’s positioning strategy. She was also selected to promote ‘Asian beauty” as the new standard of beauty. The advertisement gives the target audience a perception that silky, smooth and healthy hair symbolizes ‘Asian beauty”. It also leads the target audience to believe that they can be part of the “Asian beauty” by using the product. Furthermore, the advertisement’s body copy also plays a crucial role to strengthen the product’s position. The sentence “realize your full beauty potential with ASIENCE Deep Nourish” shows that the target audience can enhance their beauty by using the product. The body copy enables the target audience to find out more about the product. The natural ingredients of the product are listed down to reinforce its perception as a natural product. The body copy also explains how each element of the product function in enhancing consumer’s hair smoothness and suppleness. Lastly, at the bottom of the advertisement, we can see that graphics of the natural ingredients bubbling from the ASIENCE series. The marketers attempted to highlight the product’s position by showing that the product is full of natural and pure ingredients such as Pearl, Korean Ginseng, Soy Bean, Camellia Oil and Eucalyptus Extract.
Advertisement (2): NIOXIN
NIOXIN Research Laboratories is a manufacturer of head and scalp cleansers, conditioners and treatment systems (Nioxin Research Laboratories Inc, 2009). NIOXIN products are sold primarily by professional salons and are typically marketed to people with thinning hair or baldness problems. Through the NIOXIN® advertisement, we perceived that the NIOXIN’s product positioning strategy, as a professional hair care product that helps to improve the appearance of thinning hair as to beautiful and healthy-looking hair. Below are the reasons why we think so. Firstly, the headline of the NIOXIN advertisement which “9 out of 10 clients perceived favorable results after using NIONXIN” conveys that NIOXIN is a professional hair care products that gives...
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