MKT 100 Lecture Notes - Lecture 10: Alicia Keys, Zipcar, Serah

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Yanina Chevtchouk

Document Summary

Less competition = more attractive segment: cost, geog(cid:396)aphi(cid:272)ally dispu(cid:396)se (cid:449)he(cid:396)eas people a(cid:396)e(cid:374)"t a(cid:271)le to get p(cid:396)odu(cid:272)ts f(cid:396)o(cid:373) a. Differentiation: product, preference, durability, style, design, ease of order, delivery, maintenance, channel, coverage, experties, performance, personnel, sales staff, customer service, technical support, reapir team. Image: percieved character, emotonal power, unique propisiton, cost. Value: price- qualtiy: target entered canadian market, focuses on low prices, talks about quality of products, competitor to walmart. Use or application: baking soda- initially positioned as ingredient for baking, oudered reducing agent, advertised as fridgeraor and carpet deordirizer. Class of users: products have celebrity spoke person, alicia keys: blackberry global creative director. Unique within product class: dove position as soap, does(cid:374)"t affe(cid:272)t ski(cid:374) like othe(cid:396) soaps do (cid:449)hi(cid:272)h sets it apa(cid:396)t f(cid:396)o(cid:373) (cid:272)o(cid:373)petito(cid:396)s. Cultural symbols: fido uses dog as a play on its name, telus use more exotic animals.