Competitive Markets and Marketing Strategies
Marketers are innovative when it comes to product positioning. They have to be. Analyzing and selecting a positioning strategy can mean the difference between success and failure for a new or existing product.
Product endorsers have been an integral part of marketing for centuries. Popular music has become a major part of ad campaigns. Song selection coupled with a product endorser for a multi-platform campaign is a way to differentiate from other brands. Two recent examples include:
Caress' Brazilian Exotic Oil Infusions upped the ante by using sexy Pussycat Doll, Nicole Scherzinger as endorser who also sang a "Brazilian-inspired reinterpretation" of Duran Duran's Rio.
Then there is Unilever Sunsilk's launch of a global brand campaign that features mega star Madonna and is the first of its kind using an artist of such stature to launch a global brand.
1-Create a new consumer product
2-Define your target market
2-Select a song and an endorser for your campaign and explain the rationale behind your choices.
3-Discuss your competition and how you're both poised to compete and differentiate. (3 paragraphs total for the post)
4-Select two of your classmates' posts. Reply to each with a critique of the fit between product, endorser, song, and positioning. Explain.
Please provide references and citations in APA style.
This answer includes:
- Plain text
- Cited sources when necessary
Active since 2006
Responses 3338 | eBooks 1