Assignment DetailsThis assignment has 3 parts:Marketers are innovative when it comes to product positioning. They have to be. Analyzing and selecting a positioning strategy can mean the difference b

 Assignment Details

This assignment has 3 parts:

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 multiplatform campaign is a way to differentiate from other brands. Two examples include the following:

• A popular brand of body wash upped the ante by using Pussycat Doll, Nicole Scherzinger, as the endorser who also sang a Brazilian-inspired reinterpretation of Duran Duran’s Rio.
• Then, there is a shampoo company that launched 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.

For the purpose of this discussion create a new consumer product and then discuss the following questions. 

1. How will you define your target market?  What preliminary information will be helpful?
2. Who would you select as an endorser for your campaign?  What song would you use?  Explain the rationale behind your choices. 
3. Discuss your competition and how you are both poised to compete and differentiate. 

Read and reply by agreeing with the answers or disagreeing and why?

Reply 1 

1.  How will you define your target market?  What preliminary information will be helpful?

My product would be a clothing line that specializes in overalls and hats. My preliminary information would be targeting high-schoolers and young college students. This is an age range from 13 to 21 years old. Parents are usually financially responsible for individuals within this age. The clothing line is very affordable so youth who work and make an average of $400 bi-weekly can purchase the clothes. Parents who purchase clothing for their children can earn as low as $25,000.

2.  Who would you select as an endorser for your campaign?  What song would you use?  Explain the rationale behind your choices. 

I would select Chance the Rapper as an endorser for my campaign being that he is known for wearing overalls and hats. I would have him remix one of his songs “All We Got”. Chance the Rapper is not only known for his style and music but for the community work he has done as well. He has thousands of followers on social media and a large percentage of them are within my target market age range.  

3.  Discuss your competition and how you are both poised to compete and differentiate. 

My competition would vary as there are many clothing lines and stores. I know a lot of the clothing sold in my store and of those within my competition would be similar. To differentiate my product from others, I would have Chance the Rapper sign the hats to make my clothing a bit more exclusive. We will also have a survey box of clothing ideas our target market may have and name the article of clothing after the customer who thought of it. This would keep our inventory fresh and have the customers engaged with what is being sold.

Reply 2

My product of choice would be designer sneakers called Flex. These sneakers are geared to an age group targeting teenagers through the mid-life crisis adults. Everyone purchases the latest fashion now-a-days and will stop at nothing to be in style. These sneakers will be promoted all over various social media websites. The unique design pattern will contain vibrant colors that will stand-out in a room full of people.

My endorser will be a famous well-known rap group called the Migos. Not only is their music what’s hot at this present moment, this award-winning group is known for their high-class fashion and designer clothing style. The song that would add to my marketing strategy and played during every display would be “Walk It like I talk it”. This catchy chorus lyrics will put the icing on the cake for my promotional display for my sneakers.

The competition that I would be most worried about will have to be the Air Jordan. No matter how old these sneakers are and the repetitious of the design, many people spend a lot of money on this shoe. My product will be different by the designed make. Although the Air Jordan deigned expanded over the years, many people can agree that the most popular make a gear for an athletic sport. The Flex will an everyday shoe. The cost for my product will be a slightly lower.