Phileas Snake Skin Chips will introduce their chips into the marketplace by carefully surveying the market, understanding what the competitors are bringing and offering within the marketplace. We will assess the placement of the products that currently serve the market and we will determine how to capitalize on what is lacking from the current snack food providers. “Beyond deciding which segments of the market it will target, the company must decide on a value proposition—on how it will create differentiated value for targeted segments and what positions it wants to occupy in those segments. A product’s position is the way the product is defined by consumers on important attributes—the place the product occupies in consumers’ minds relative to competing products. “Products are created in the factory, but brands are created in the mind,” says a positioning expert.” (Pg. 193) We will incorporate focus group thoughts on how to position our product in the existing marketplace, taking into considerations of “what’s missing” from today’s consumers snack table. Making this product the next “must have” delectable will be the focus. Positioning the product in select area’s of the retail environment will also create a “must have” mindset. When products are plentiful consumers have a tendency to not jump at the chance of buying them because they know they can find it at the next store down the road. “Consumers are overloaded with information about products and services. They cannot reevaluate products every time they make a buying decision. To simplify the buying process, consumers organize products, services, and companies into categories and “position” them in their minds. A product’s position is the complex set of perceptions, impressions, and feelings that consumers have for the product compared with competing products.” (pg 194) Creating a position in the marketplace that says you have a one in a million chance of purchasing these chips will be the stance that is incorporated into our objective, thus the reason for placing the product in a limited retail environment, this will help to create the urban myth about the consumers chances of making the purchase and enjoying Phileas’ Snake Skin Chips.
Wednesday, November 21, 2012
Objective
Phileas Snake Skin Chips will introduce their chips into the marketplace by carefully surveying the market, understanding what the competitors are bringing and offering within the marketplace. We will assess the placement of the products that currently serve the market and we will determine how to capitalize on what is lacking from the current snack food providers. “Beyond deciding which segments of the market it will target, the company must decide on a value proposition—on how it will create differentiated value for targeted segments and what positions it wants to occupy in those segments. A product’s position is the way the product is defined by consumers on important attributes—the place the product occupies in consumers’ minds relative to competing products. “Products are created in the factory, but brands are created in the mind,” says a positioning expert.” (Pg. 193) We will incorporate focus group thoughts on how to position our product in the existing marketplace, taking into considerations of “what’s missing” from today’s consumers snack table. Making this product the next “must have” delectable will be the focus. Positioning the product in select area’s of the retail environment will also create a “must have” mindset. When products are plentiful consumers have a tendency to not jump at the chance of buying them because they know they can find it at the next store down the road. “Consumers are overloaded with information about products and services. They cannot reevaluate products every time they make a buying decision. To simplify the buying process, consumers organize products, services, and companies into categories and “position” them in their minds. A product’s position is the complex set of perceptions, impressions, and feelings that consumers have for the product compared with competing products.” (pg 194) Creating a position in the marketplace that says you have a one in a million chance of purchasing these chips will be the stance that is incorporated into our objective, thus the reason for placing the product in a limited retail environment, this will help to create the urban myth about the consumers chances of making the purchase and enjoying Phileas’ Snake Skin Chips.
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