Marketing Positioning free essay sample

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 â€Å"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 amp; 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. We will write a custom essay sample on Marketing Positioning or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page 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 the packages for most of CLINIQUE male skin care products are black whether we shopping in the market or online, this package can present male’s style which is mature and steady, and it may promote male’s buying behaviour effectively. Thirdly, although CLINIQUE male skin care product is a high standard quality brand, they still have a big range of price levels from 10 dollars to 60 dollars which is a very reasonable price. In the actual life, we usually buy the product from market like Myer and David Jones, as a consequence, the target market of CLINIQUE is male aged from 20 to 60 with all type of skin. However, even in more stable environment like CLINIQUE has, they still need to look for unexpected market change. According to Brockman, Jones and Becherer (2012), focus opportunity helped firms to have more potential markets and beyond their existed markets, therefore, CLINIQUE are trying to enhance their products to seek more opportunities that they can be more effectively than their competitors and have more chances to expand their market. In conclusion, we always assumed that if consumers have a strong sense of understanding of one brand, it is a well-established brand, and this element is heavily influenced by brand situation analysis. CLINIQUE is a well-established brand not only because they have specific target markets and high quality products, The second element of market positioning is the Identification and selection of competitive advantage. Wagner (2006) fingered that â€Å"The competitive advantage is an outcome of firms’ successful strategy implementation. It can be obtained by offering superior value to the customer through either unique benefits that offset a higher or lower prices than competitors for equivalent benefits† (as cited in Ussahawanitchakit, 2012). Thus, positioning can be divided into four lines of differentiation which is product, services, personal or image (Kotler, 2010). For CLINIQUE male skin care product, first of all, they have many consultants who has passed a program with their guiding dermatologists and become the gold standard in personalized service, thus consumer can always talk to them with their individual needs. This is their services differentiation. Secondly, CLINIQUE also have image differentiation. CLINIQUE male skin products have a special dark package and under the â€Å"CLINIQUE†, there are a sentence â€Å"skin suppies for men†, this is particularly from other brand. As we all know that, CLINIQUE has a high standard quality male skin care product whereas the prices of them are not expensive so CLINIQUE is very affordable. To sum up, marketers always use competitive advantages to enhance their product performance. More specifically, CLINIQUE has its own competitive advantage which is high quality, golden standard personalized services and special brand image. Positioning outcome is the final steps of market positioning. Positioning is the way that the consumer understands about the brand instead of what the seller wants to be remembered by the target market (Tudor et. al, 2012). The brand must deliver some specific benefits and specific meaning of their product to the target market. For CLINIQUE male skin care product, they are concentrated on some product founded on their dermatological heritage and it is crucial in the world, this is one of the specific elements of the product. Furthermore, there is a special three-steps-skin care process for male that they can make the choice more efficiency by following these steps. This is the other specific benefit that CLINIQUE have for male. Therefore, according to the factors fingered above, CLINIQUE male skin care product has an effectively positioning outcome. In conclusion, the purpose of market positioning is to create an image or identify in the minds of the target market for their products and emphasizing the distinguishing feature of the brand. If there is a right market positioning, it will finger a right direction for their company. Moreover, companies like CLINIQUE need to have a carefully and comprehensive consideration of positioning because once a brand is positioned, it is very difficult to reposition. Therefore, a strong brand and an enduring position should be the most important long-term marketing goals of many companies