Analyzing Consumer Perceptions

There are many products and services available in the market today. The automobile market is no different. There are many brands, styles, and price ranges when it comes to vehicles. One specific area of the automobile market are trucks, more specifically is the Ram truck. Dodge Ram has been around since 1981. Truck sales have hit an all time high since 2007 proving that fuel prices are not affecting sales as much (Ross, J. 2013). The big three, Ford, Chevy, and Ram continue to fight each other in the truck selling business and have cut-throat marketing to try to be the best and on top of truck sales. Ram has gotten rid

To regain some of its market share in its “growth driven” and “stable profit generators” sectors, Sony can reposition its competition in the minds of consumers. For instance, Sony can use comparative advertising to demonstrate that its brands are superior to its competitors. In this situation, Sony can attempt to alter the portrayed image of its competitor, Nintendo, and position its PlayStation game console as the better-quality product (Positioning(marketing), n.d).

Cabela’s, the world’s foremost outfitter, offers quality hunting, fishing, camping, and outdoor gear at competitive prices. Their main marketing objective is to be the market leader in this space. Their product offering is vast and includes guns, boats, ATV’s, clothing, footwear, home/cabin supplies, and gear for outdoor hobbies.

Companies are continually coming out with new products; most new products are improvements of past products. However, the way a company markets a product and to whom they market the product can make a drastic difference in regards to the sales performance. Two products can be nearly identical and marketed very differently, while two products can be polar opposites and marketed almost identically. Two products that are similar but marketed differently are the iPad and the Amazon Fire tablet, and two that are different, but marketed similarly are Nike tennis shoes and Oakley sunglasses. It is important to understand how a company markets a product, but it is just as important to know why a company is marketing a product a certain way. The

ErgoClean is positioned in the market to provide a product that differentiates itself from competitors by offering unique ergonomic features. Perceptual positioning maps are used to represent the consumers’ perceptions of brands and products on opposing dimensions. An example of opposing dimensions would be comparing budget versus premium products. Companies use perceptual positioning maps to determine where there are gaps in the market that need to be filled (Dawar & Bagga, 2015). Success of a marketing position strategy depends on the value that customers place on features, not the value that the company places on the features. In order to determine value, the list of benefits offered by different products or companies in the market and how customers perceive these benefits must be compared (D'Aveni, 2007).

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Developments of a more appealing offer for each segment so that the customers are more likely to be delighted or at least satisfied. Positioning is the process of placing the product in a clear distinctive and desirable place in the mind of the competitors in order to gain an upper edge.

The positioning strategy should be driven by the market, rather than by the ambitions of the product champions. The source of the problem is failure to understand how consumers' value product attributes. In all, over-appreciating a breakthrough or new technology that

This gain value and addresses a key decisive achievement factor in the industry (Grant,2010). As position is important to offer convenience and a deep assortment, An extra unique intangible resource would be their brand representation and customer loyalty, this is vital since it can attract or attract consumers and it could be necessary to build the brand image .

For any business to successfully add value they either do so through lower costs or superior benefits to the consumer by offering product differentiation (Singh 2012). Samsung was a late starter into the smart phone industry, while, this has not prevented them from successfully positioning their product at the forefront against those offered by their competition such as Apple. Gary Armstrong (2011) defines a product’s position as “the complex set of perceptions, impressions and feelings that consumers

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When comparing different methods of positioning in a market environment, it is tempting to view them in terms of either 'low end' or 'high end' approaches. Wal-Mart, for example, is a large, general merchandiser which provides shoppers with little ambiance but is successful because it offers rock-bottom prices. In contrast, Tiffany offers jewelry in an exclusive environment that is desirable for consumers precisely because its name conveys style and luxury. If Tiffany's diamonds were cheap, they would lack their status as class signifiers (Levy & Weitz 2012).

Interpretation of Consumer and market data provides vital information concerning the likelihood and weak point of the company product. Therefore, while reviewing the data Dana should focus on the key factors

Competition has became evident and essential in the market of the world’s most important companies. It has allowed consumers to receive ultimate value from the goods and services that they are seeking. In my case study this competition is between two companies that produce ponchos for the fashion industry. The company that we are introduced with is named Tela and their running mate, Saira, is the Goliath of this market. Tela is trying to stay afloat and gain more customers as the underdog. Their plan to reach out to prospective customers is to introduce their new marketing strategy. This strategy includes Tela’s new mission statement which would make consumers aware of their core values and advantages over the Saira. Tela is owned by

It is vital that marketing communication mix responds to competitive environment, therefore, Porter’s five competitive forces could be used to evaluate firms competitive positioning. In addition, Porter’s generic strategy grid can be applied to a product. He called the generic strategies ‘cost leadership’, ‘differentiation’, ‘cost focus’ and ‘differentiation focus’ (Vrontis and Sharp, 2003). These strategies have attributes that defend against competitive forces.