Question

Topic: Branding

How To Position A Convergence Product

Posted by Anonymous on 7/21/2004 at 6:11 AM ET 300 Points
One of my clients has a product which is as big as a VCD player and functions as a PC, VCD/DVD player, Fax Machine, Music System, Telephone and Video Game.

There are no other products currently in the market. Can someone throw light on how could one position this product in the market? It is priced at par with a branded PC.

I would also appreciate suggestions on how to go about doing this as well.
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RESPONSES

  • Posted by SteveByrneMarketing on 7/21/2004 at 1:19 PM Accepted
    Hi Manu Rajan,

    Position it as the first and number one all-in-one solution competing against all of the component-based solutions in the market today.

    Hope this stirs more thought,

    - Steve
  • Posted by Peter (henna gaijin) on 7/21/2004 at 4:08 PM Accepted
    Interesting choice of functionality to add into a single product. Not sure I would have thought of putting a phone/fax into the same box as a VCD/DVD player. Fax is mostly business oriented, where music system and DVD is more consumer oriented.

    I suspect that positioning this based on the space savings could be one route to go. Aim it at markets where space is a prime consideration (city apartment dwellers, boat owners, college students in dorms, etc.).
  • Posted by SRyan ;] on 7/22/2004 at 11:55 PM Member
    Manu, aren't you glad that Marcus (mbarber) is back online? I've been wondering where he's been...
  • Posted by Mushfique Manzoor on 8/2/2004 at 7:43 AM Member
    Dear Manu Rajan

    I totally agree with Marcus(mbarber) regarding the product composition and product benefits. i think you should position the product to studio apartments. airport day-rooms, waiting lounge etc.

    regards
    Mushfique

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