Question

Topic: Strategy

How To Position/promote Babycare Products?

Posted by Anonymous on 5/6/2008 at 11:14 AM ET 25 Points
I'm recently hired as a brand manager for babycare products. I came from advertising by the way which is more into conceptualizing promotions for a brand. Anyway, since I am new with the company and just starting to feel my way in, I wanted to really impress my boss with sound positioning for our high-and-low-end product line.

The high-end brand has already built an equity as a trusted brand for babycare while the low-end is relatively new in the market.

Please help me come up with a really good positioning for the two brands and how to promote them. Initially, I'm thinking of CRM but I guess that would be effective for my mid-term plan. I'd like to kick-off with PR because babycare products can be limited in promotion because of the various laws in our government.

Your help is much appreciated.
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RESPONSES

  • Posted by adrienne.garland on 5/6/2008 at 11:49 AM Accepted
    The best positioning is positioning insight gained from speaking to customers. If you want to impress your boss, do some in-depth interviews with each group of products and play back the insight. However your current customers perceive the brands is how you should be positioning the brands (if you want to maintain that same customer following). Know this: your customers will tell you exactly what you need to do. Use them.
  • Posted on 5/12/2008 at 3:56 PM Accepted
    Why should consumers/mothers buy yours? What differentiates your product from the competition? In addition to talking with customers, talk with your product development people -- how were the products developed to compete in the market?

    The best positioning also needs to take the competition into consideration. Understand how your key competitors are positioned, and understand what your unique benefits are. Create a positioning that emphasizes your unique bundle of benefits, and that differentiates you from the competition.
  • Posted by jwilliams6301 on 5/12/2008 at 6:48 PM Accepted
    In addition to being a marketing professional, I also happen to be a new mom. So that make me your target audience! As a new and first time mom the trust factor is huge. I need to know I can trust your brand. It sounds like your high end product already has that. Can you take that trust and use it on your lower end products? For me, if I knew a product was made by the same company that makes other trusted products, it would make me feel better. A position of, "from the company you know and trust, at a price you can afford" might work.

    Another idea would be a forum like this where moms could discuss the products. New moms are at home (while very busy) we like to take time to interact with the outside world and online forums or chats are a great place. Some strategically placed forum topics about your product could get some good buzz going.
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