As a product category, I chose pain reliever. Three brands and their positioning strategies are:
Alleve: positioned as all-day pain relief to the target audience of active people who just don’t have time to re-dose through commercials featuring professionals working with their hands, moms picking up kids, and retirees gardening.
Excedrin Migraine (which contains exactly the same ingredients and dosage per pill as Excedrin Extra Strength): positioned as a pain reliever for migraine sufferers through commercials discussing the particular pain symptoms associated with that diagnosis.
Midol: positioned as a pre-menstrual and menstrual pain reliever to the target audience of women in the reproductive years through commercials showing harried women under 50 in that special kind of pain.
No comments:
Post a Comment