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MKTG222 Retailing

Consumer Profile and Positioning Strategies  
Please refer to LO3 Prepare a Consumer Profile and Positioning Strategy             
1. Select a product and complete a consumer profile for it.  Include information on demographics, geographics, psychographics, and behavioural components. The reader must be able to visualize your target audience.

Refer to page 447 of textbook for an example. 2. Using the same product, write five different taglines (slogans) that align with each of the positioning strategies (Head-on, Brand-Leadership, Product-Differentiation, Innovation, Lifestyle).  Examples must be different than those indicated in the textbook. 

Head-On - A strategy in which one brand is presented as an alternative equal to or better than another brand. It usually the strategy used by a challenger. (Pepsi is better than Coke according to a battery of taste test challenges).

Brand Leadership - A strategy that states a product is successful, a market leader, and highly acceptable to a majority of users. (“Coke is It” or “Can’t Beat the Real Thing”) Brand leaders tend to have high levels of consumer awareness, products that are readily available and significant marketing budgets to defend their position.  

Product Differentiation - A strategy that focuses on the unique attributes or key benefits of a product (benefits important to the customer). (Dove is a very mild soap)  Trop50 is a new brand by Tropicana that shows its USP of having 50% less sugar than leading orange juice.  

Innovation - A strategy that dwells on technical leadership in product development. (Gillette Mach3 razor has three blades so you don’t have to go over the same area)  Apple’s products over the years have been revolutionary to the technology around the world.  

Lifestyle - Communications based on the lifestyle of a target market. The product "fits" the lifestyle of the user. (e.g., A BMW is a natural extension of the lifestyle of a bold achiever).  Trucks by Ford and Dodge Ram appeal to the lifestyle of hardwork, adventurous males.  

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