Question

Topic: Branding

Packaging Positioning

Posted by Anonymous on 1/29/2009 at 3:02 PM ET 250 Points
I work for a mid-level electronics mfgr that makes products for a target market that is older and predominantly male.

We are coming out with a new product in the $350-$400 range. Currently, I've inserted the word "Professional" as a descriptor, but I can't really use that because of possible cannibalization of the higher priced product in the line, which is our professional version.

The new product will be much easier to assemble than the higher priced version and will give a lot of the same info. It's also a product that's much more geared to the home consumer whereas our other product very much straddles the prosumer market, in that it's an elite consumer model but affordable industrial/professional product.

I should also add that we're trying to get a little younger consumers to buy this product, because as I wrote, our market for this line of products tends to be 55+ years old.

I want to connote professional quality and durability w/o eating into the positioning of our higher priced product.

I thought up Pro-Grade or Pro-Level, but that "Pro" word is still in there.

Any ideas would be helpful.

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RESPONSES

  • Posted on 1/29/2009 at 3:23 PM Accepted
    It sounds as though you should be conducting some market research to minimize any cannibalization effects and to assure that you hit that younger market. That said, how about 'Extreme- or Max- rather than Pro-?

    Bill McGill
  • Posted on 1/29/2009 at 3:42 PM Author
    You're right about the research, and yes it should've been done, but it wasn't.

    Thanks for the input.
  • Posted on 1/29/2009 at 3:44 PM Moderator
    I believe I could help if I knew the specific market/product because this sounds like a familiar situation. I've dealt with dilemmas very much like this in several different industries/categories over the last few years.

    If you want a "generic" solution, you could try a word like "master" (as in "Brandname MasterSeries") for your mid-line product. Then you'd have "regular," "master," and "professional" grades.

    The best solution would be to actually deal with the branding issue, identify the specific segment you're going for, and name the product in a way that will be just right for them -- featuring the unique benefit this product has for that segment.

    If you need help with that, feel free to contact me offline using the info in my profile. It's not something we can do in a short online response.
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