Marketing: Miss Latte`s Brand - Essay Example

Ms. Latte Positioning
Successful brands are marked by a well-defined market niche. The brand Ms. Latte will need a clearly articulated brand positioning for successful sales volumes. At the moment, most competing products such as coffee latte are positioned as ‘coffee-lounge’ products. Coffee lattes are often associated with coffee shops with service brands such as Starbucks and McDonald's taking the center stage. However, Ms. Latte will be positioned as a home use tea-making product. Ms. Latte was originally created for the modern busy person who may not have enough time to go to a coffee shop for a latte.

The cost of a product determines its positioning in the market. The rich people may afford to order a latte from Starbucks whenever they want but the medium income earners want to run a busy lifestyle, save on living costs and still be able to use modern equipment such as Ms. Latte. Therefore, Ms. Latte will be positioned as an affordable product. However, after spending time on the market, the product can be developed further and differentiated into two models, an expensive one for high-income earners and a basic one for low-income earners.

The overarching gap in the market of Latte products is the availability of time-saving latte products. Therefore, the primary attribute we would want the customer to see in Ms. Latte is the “time saving” attribute of this product. Marketing campaigns would actually need to focus more on the time-saving aspect of the product. Positioning Ms. Latte within this context will make the product appealing to busy lifestyle populations especially in large cities and towns. However, this time attribute will need to be matched with the freedom attribute as well. It is not possible to dictate in a coffee shop, the amount or type of milk, sugar, or other ingredients when ordering a latte. However, with Ms. Latte it is possible to alter all the ingredients depending on a person’s tastes and preferences. This gives freedom of taste when choosing Ms. Latte over other options. This ‘freedom’ attribute will help put up a strong marketing fight against competitor options.

Considering Ms. Latte makes a healthy drink, positioning the brand in the minds of health enthusiasts may create a marketing edge. However, the health attribute may not be the strongest brand-positioning attribute. The health attribute therefore will be used to supplement ‘time-saving’ and ‘freedom’ aspects of Ms. Latte's positioning. With these three attributes, the product will be ready to brace the market competition in a strong way.