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Competitive Markets and Marketing Strategies

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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.

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The response addresses the queries posted in 436 words with references.

// Prior to writing on this, you must be aware of marketing concepts such as product positioning, marketing strategies, etc. You are required to select a product and an endorser for IT marketing. I am taking the example of a mobile phone; you can take any of your choice. See the text below for an example.//

Competitive Markets and Marketing Strategies

Introduction

For this paper, I have selected the Mobile handset as a new consumer product. Today mobiles are one of the fastest growing consumer products and their services are used by almost all the people in the USA. Apart from this, the paper describes the target market, song and an endorser for the mobile campaign along with the strategies that would be used to compete in the market.

Target Market, Song and Endorser for the Mobile

The target market ...

Solution provided by:
Ashish Sharma, MBA (IP)
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  • MBA (IP), International Center for Internationa Business
  • BBA, University of Rajasthan
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