Positioning Strategy Essay

1515 Words Oct 29th, 2009 7 Pages
Introduction: Product positioning is closely related to market segment focus (Berry, 2008). Product positioning involves creating a unique, consistent, and recognized customer perception about a firm’s offering and image. Products in the same category can be positioned in many different ways. Below are three examples of different positioning strategies for hair care products.

Advertisement (1): ASIENCE Deep Nourish ASIENCE Shampoo Deep Nourish is specially formulated for Asian hair that is prone to damage from chemical treatment, UV rays, braiding, blow drying and frequent perming and styling (SGBox.com, 2009). In this advertisement, we think that the product is positioned by the marketers as a hair care product formulated by
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It represents that NIOXIN provides the solution which offers them favorable results, in other words - beautiful and healthy-looking hair. In addition, the picture of the package of NIOXIN also gives a clear image of the product which is specially formulated for fine hair.

Advertisement (3): Schwarzkopf BC Bonacure Color Save Schwarzkopf Professional has a presence in a lot of countries and works with countless salons. With many years of experience in the industry, the brand name of Schwarzkopf Professional is now stands for professional and high-quality hair care products and also the preferred choice of the world’s most celebrated hairstylists and colorist. Thus, through the advertisement, we think that Schwarzkopf are trying to develop strategies that position their brand as a professional hair care product that seals and protects consumers’ hair from color fading. First of all, the headline “Schwarzkopf Professional” has an effect on strengthening the product’s positioning strategy. The word “professional” in the headline portrays the brand as professional and high-quality hair care products. It also attracts the reader’s attention and interests them to find out more about Schwarzkopf Professional hair care product. As the readers perceive the product as “professional”, it will be easier for the marketers to convince the readers of the effectiveness of the product in color

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