Question

What kind of learning should marketers use to ensure that consumers learn a favourable product positioning for a new brand of organic skin care range. Illustrate your answer with relevant examples.

Answer 1

There are different kind of learning that can be used by the marketers to ensure a positive product positioning among the consumers. The first kind of learning is the needs, wants and expectation related to the organic sources of the consumers and include it in the integrated marketing communication, targeted at these consumers. It helps consumers become aware of these products and their benefits. It makes positive product positioning. For example, a new organic body cream is being launched that gives special benefits to the dry skin. Here, the marketers must communicate using the AIDA model that this cream is exclusively beneficial for people with dry skin. It brings strong branding and positive positioning among the specific group of consumers who have dry skin. The second kind of learning is the trends and preferences getting more popular among the audience. Marketers should use it to build a customized communication. For example, there is a preference over anti-aging lotion and company has a product that serves the purpose. Then, it is the responsibility of the marketers to spread the customized communication having benefits and results based on scientific research with the target audience. It will create value and consumers will build a positive value proposition about the organic anti-aging lotion as skin-care product. Besides, the learning about the buying behavior and perception can also be used by the marketers to promote the product and build positive branding among the consumers.