2:25 pm
Positioning and Re-positioning
I really valued yesterdays lecture and seminar as it gave us so much important detail about the inside of brands and how they think when they are trying to make visual outcomes. I found it really difficult to make notes as a lot of the information seemed really important, I then found it really helpful that we can re-read through the lectures in our own time to pick up on things we may have missed out on.
Think about M&S and their new advertising campaigns for women's wear, they stand out on the street because they are something different to what they have previously done. This has been a strategy to differentiate. However it is still unclear what the consumer demographic is and customers have given negative feedback as the store products don't replicate the message of the campaign which is to be a cool, creative and cultured woman.
Creating value for the Targeted Customers
- segmentation- dividing the market.
- targeting- choosing a specific divide in the market.
- differentiation- understanding how to be different than the competitors e.g. increase utility, lower price or cut ownership costs.
- positioning- placing yourself in the right place in the market to gain the best success by marketing and communication to fit the target market.
We focused on M&S in our session but acted as creative directors, thinking of ideas that could improve M&S as a brand working from the negative feedback the store has recently been given. I really enjoyed doing this task as it was from a realistic situation and allowed us to be creative as well as think logistically.
We had to think of several factors that we could possibly work on and then focus on the couple that needed the most work.
Within our smaller groups we established that the target consumer should be the office business woman with the brand functioning to the needs of formal work wear. We also decided that maybe another method to differentiate from the market could be to have an in-store stylist that can help the women find exactly what is best for them as our target consumer would be quite busy a lot of the time and wouldn't have much time to be able to shop. After we had decided how we should re-position the brand we drew up a perceptual map to decided whether there would be a gap in the market for our idea to succeed.
Our perceptual map showing where M&S is now and where it could be using our ideas.
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