Targeting and Positioning of a Product - Essay Example

The product is to be marketed in the United States. For proper positioning, the statistical data of smokers in the US is taken into account. It has been found that around 45.3 million people in the US are smokers, with the habit being more prominent among adult males. Talking in a more demography-specific manner, it can be said that around 22% of smokers fall in the bracket of 25 to 44 years, while another 21% fall in the category of 45 to 64 years bracket (cdc.gov, 2012). Hence, the two segments that need to be targeted are the males falling in the age band of 25 to 44 years and 45 to 64 years.
It can also be said that for more effective positioning of the product to the males in the bracket of 25 to 44 years, the marketer needs to make the consumers aware of the health issues that might creep up because of smoking. Marketers need to show the negative impact of smoking and how it can impact the normally healthy and happy family life of the consumers.

For positioning the product in the age group of 45 to 64 years consumers, the marketers need to make them aware of the chronic ailments that might happen in old age because of long-term smoking.

2.
It has to be said that the attitude of a consumer is a major factor as it has a major role in influencing the decision-making process of the consumer. Talking on this note, it can be said that to change the attitudes of consumers toward a specific brand of breakfast cereal, the AIDA model of marketing can be followed. The AIDA model talks about awareness, interest, desire, and attraction and helps to influence the mindset of the customers.

a) For changing beliefs about the brand, the marketer needs to create awareness about the brand amongst the target consumers. The marketers need to bring in to highlight some other popular products of the same brand.
b) For changing the beliefs about rival brands, the company needs to focus on the process of generating interest among the consumers. For doing so, the marketer needs to communicate the unique values of their own brand.
c) to influence the consumer's relative evaluation of attributes, the marketer needs to promote the strengths of the branded product that are in line with the brand attributes.
d) to add an attribute, the marketer needs to highlight the unique feature of the product. This will also help in creating the differentiating factor of the brand as well as the product in regard to its competitors.

3.
One online advertisement that illustrates the use of affective or the feeling component is the online advertisement of British Airways during the London 2012 Olympics.

Another online advertisement that illustrates the cognitive or thinking component is the promotion campaign of Abu Dhabi Tourism.
Talking in regards to the tri-component model, it can be said that the British Airways advertisement was designed to focus on the patriotic as well as national feeling of the consumers and passengers of Britain. Talking in regard to the campaign of Abu Dhabi tourism, the focus was on promoting dreams and imagination related to the Middle East.
Talking from the marketer’s point of view, it can be said that the British Airways advertisement tried to develop a local connection. On the other hand, the sole focus of the marketers in the Abu Dhabi tourism campaign was to connect to the global audience, while asking them to fulfill their dreams and imaginations of a lifetime. Read More