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Marketing strategy implementation - Essay Example

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The product strategy will create the brand awareness of the high end products. They will be described and packaged differently from the competition. Hence, they…
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Download file to see previous pages Since the products are intended to be high end, they will not be priced lowly in a manner to comprise this fact. On the contrary, under pricing will raise doubts among the consumers as to the quality of the products (Kotler & Keller, 2006). The promotion strategy will justify the cost. It will make the customers appreciate that they are getting what they are spending their money on. The rationale of this strategy is based on the intended themes of the advertisements. The themes of the commercials will not concentrate on areas like how long lasting or portable the products are. Instead, they will be designed to create a picture of ownership experience and appeal to the status of using such products. This will have the effect of reducing comparison with the competition’s products (Laermer & Simmons, 2007).
A generic product-market comprises an extensive collection of products which fulfill a general, nonetheless similar, need (Kotler & Keller, 2006). The product-market boundaries will first be distinguished by identifying particular needs that a range of products will satisfy. Although customers may have the same needs, they will not always satisfy them in the same way. Therefore, product-markets are often diverse and contain different user groups with different categories of related products (Kotler & Keller, 2006). The product-market will match the customers to the benefits of the products. It will be formed by a set of products that may be substitutes in usage situations similar to the models of benefits sought by different groups of customers. The boundaries will then be distinguished by categories of products that satisfy generic needs and the targeted customers (Kotler & Keller, 2006). The products are closely related because the customers regard them as substitutes and the factors and elements used in production are similar. For example, two cosmetic gels in the same product line may differ in that one irritates the skin, and the other ...Download file to see next pagesRead More
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