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Positioning Strategy for IMC's campaign fpr 24 hour daycare service

Positioning Strategy

I have to pretend that I'm a new Marketing Director and write a memo to the VP of Marketing proposing a positioning strategy in relation to the company's IMC campaign for a selected product or service. In the memo I have to address:

A.
Briefly describe the selected product or service. (I have selected a 24-hour daycare as the new service. Our pretend company already has five companies within the state of Michigan and we are going to open number six making it a 24-hour daycare that will appeal to afternoon and midnight working parents.

B.
Outline the positioning strategy for the product or service

C.
Discuss the impact of online and off-line buyer characteristics on the positioning strategy.

Can you please help with B and C?

Solution Preview

Positioning Strategy

I have to pretend that I'm a new Marketing Director and write a memo to the VP of Marketing proposing a positioning strategy in relation to the company's IMC campaign for a selected product or service. In the memo I have to address:

A.
Briefly describe the selected product or service. (I have selected a 24-hour daycare as the new service. Our pretend company already has five companies within the state of Michigan and we are going to open number six making it a 24-hour daycare that will appeal to afternoon and midnight working parents.

B.
Outline the positioning strategy for the product or service

The 24-hour daycare is first and foremost, a childcare product designed to help working parents with all working hours. Therefore, it is imperative that the service is promoted effectively so that working parents everywhere in the state of Michigan can benefit from the unique advantages of round the clock care of our service.

There are two primary markets for such services. First, the working parent whose working hours are odd (afternoon or midnight) and their requirements are not fulfilled by the current services offered by the competitors with 9 to 5 service. The second market is those parents who have regular working hours but want to drop their children for day care in odd hours for ...

Solution Summary

In a 770 word solution, the response is thoughtful and complete.

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