Consumer Oriented Market Positioning Marketing Essay

Consumer Oriented Market Positioning Marketing Essay Dictionary meaning of Positioning is an act of putting something in some ones mind and in market we put our product in prospects mind. A very simple term and if you are good enough it is simple to execute but the art is hard to develop. It is the process by which marketers grab a position or built a position in target audience for its product, brand or organization. In this consumer oriented market Positioning is a tool to cut down the noise and establish a real contact with the customer who results in customers opting for your product rather than your competition. As todays customer is overwhelmed with unwanted promotion and advertising it becomes very tough for a product or brand to get noticed and after being noticed an urge to get opted as a first preference in target customers. Its all about mindshare you hold in prospects intellect, better you position yourself greater you achieve what is called as coveted mind share. A product or brand should always try to have an aggregate perception which is higher than that of its competitor and those who dont have that kind of percentage should not lose hope as they can very well influence the perception and position their brand through enlightened strategic alliance. Its an ongoing process and doesnt stops at one place because you may get forgotten by your audience so repositioning is needed or if there is any shift in your business for example Goldman Sachs and Morgan Stanley shifted from investment to commercial banks hence their expectations from investors, clients, employees and regulators all need to shift as per the paradigm and hence the organization needs to reposition itself. Primary elements of Positioning are: Quality. Quality is a pre -requisite, it has to be provided by any means and later should be backed by incentives. Back your quality claim with return policy warrantees and customer-friendly guarantees. Service. Added value in customer service and after sales supports and if the product is customized and personalized. Pricing. Whether is it luxury, averagely priced or cheap in its sector or very cheap. Distribution. The channel or distribution and supply chain is part of positioning. Packaging. Packaging helps in delivering the message you intend for prospect. Positioning can be distinguished by: Functional-Solve problems and provide benefits to customers. Symbolic-self image enhancement, ego identification, affective fulfilment and social meaningfulness Experiential-Sensory stimulation and cognitive stimulation What makes this market full of surprises and unquestioned answers that there is no certain way to be a leader in the market .Not even high level of marketing acumen of the company assures success and even while trying positioning, companies end up somewhere else in prospects mind and not the place where they intended. CURRENT MARKET SCENARIO OF SMART PHONES IN INDIA: Mumbai based Gartners research analyst say that smart phones are on the rise and with introduction of new phones in new software, better applications, features and reliable hardware has made it challenging for already established brands in different parts of the market. With the record annual growth of 30% for next five year it is very vital not only for smart phone vendors but also for operators, and OS developers. India being the 3rd largest market of smart phones after China and Brazil is seeing an intense struggle between various handset providers like Nokia, Samsung, LG, Black Berry, etc. with their tie-ups with different service providers and operators as well as focusing on the software platforms like iPhone OS, BlackBerry OS, Windows Mobile, Android, Symbian and Palms. In 2009 India witnessed sales of 69 million smart phone handsets, doubling from the 32 million mark reached in 2008. As far as global market is concerned ,Mr. Carolina Milanesi, research vice president at Gartner, mentioned that this year saw RIM, a pure smart phone maker making its debut in top 5 mobile devices manufacturers, as well as there was increase its market share of Apple by 1.2 percent points. Android-based phones saw a peak rise of 700 per cent year-on-year which is proving to be a threat to other smart phone makers Mobile devices market is seeing a double-digit growth of smart phone sales in mature markets, and helped by wider product availability as well as mass market price tags that are in budget of average income group. And particularly in India white -box products has shown growth as per expectation of the manufacturers with healthy traits in future. http://dqindia.ciol.com/images010/smartphones02_15aug2k10.jpg If all the Smartphone manufacturers are combined together they share total of 75% of the Smartphone market alone in India and rest 25 % is shared by smaller or followers in the market and the presence is hence insignificant comparatively. So in this year if we refer to the record in India more than 18 percent of the phones sold are Smartphone. [Supposed+mobile+data+market.gif] Trend in sales of Smart phones in India is firstly sales start with the early adopters in the beginning as shown at the right, and then as prices drop everyone switches to Smartphones replacing there old phones as they have limited features. In India target segmentation is done on various factors but researchers are also considering or rather already have segmented their target consumers into 3 types i.e. Entertainment users, Communications users and Information users. Now it has been observed that in these segments people pay more or extra for great solutions if their needs are matched in a particular segment. Many failures in mobile market are due to either focussing at a single specific problem or feature or by disrupting the whole package by adding all of it. Now the numbers of Smartphone are to be doubled by FY11 and this boom is there for upcoming years .Emergence of Smartphones was more in the form of service device rather than just another application based model which was the earlier trend shown by the OEMs. RIM blackberry services saw some mass adoption whereas OVI apps tried to create the same magic but performed average. Despite the variety Symbian has still the monopoly with 72%share in Indian market followed by windows, android and blackberry OS but in upcoming future trend Symbian may lose its market share to its competitors. POSITIONING OF BLACKBERRY SMARTPHONES IN INDIAN MARKET: In this dog-eat-dog world, positioning a brand is the biggest priority for a product or brand. Creating awareness and then fetching that special place for your brand in the consumers mind will be the key in determining the fate of the brand and if brand is becoming a l success or fading away to obscurity and especially in India, Blackberry has done some extensive research as it is one of the fastest growing telecom markets and within high competition has managed to take up a prestigious position settling just after Nokia in market share. Blackberry is following a simple rule of combining product and service benefits at a fair price that creates value in the minds of customers   which is the key variable for the success in handheld device market. And in the current climate of new entrants in this particular sector and ever increasing competition with very less differentiation among service-product offerings, these manufacturing companies are facing problem in clear communication what makes their offerings special better than those provided by the competitors. Value Proposition: Features that makes BlackBerry stand apart from rest of the players and clearly stating that quality is inevitable supported by Innovative design and iconic styling that blends optimum display and weight length ratio without compromising ease of use that users expect from their BlackBerry Unrivalled Connectivity with BB messenger application GSM/EDGE/ CDMA warranties and after sales service Built in GPS Engine Rich Internet and Multimedia Experience Full Page Internet Browsing Including support for streaming audio and video. Instant Messaging support for multiple communities including Yahoo!, Messenger, GoogleTalk Social networking communities including FaceBook, Flickr, Picasa On 25 Sep 2008, number of BlackBerry subscribers reached to approximately 19 million all over the world and the figures in India over these years are so high that they cannot be overlooked because company was able t identify customers requirement of accessing internet specifically emails and social networks on the move . In start BlackBerry placed itself in minds of corporate executives who are always on the run and with addition of social networking cites and various online applications, brand provided interfaces which also attracted youngsters out of the corporate outlook. Biggest eye-catching proposition flaunted by BlackBerry Smartphones was the idea of remaining connected at all times. So the first grand step was to position itself as an business executive handheld device which in turn helped in carving out niche for the brand without giving a head on collision with any of its top competitors which was the smartest move of all Hence BlackBerry became the Corporate Executive phone which was comparatively less famous in youngsters initially. Now the second way was to enter into non-corporate world of handheld devices where even the uncorporate wanted to be in connection or online with their friends and family all the time .And they came up with an excellent promotion stating as We are the BlackBerry boys which not only included suited up corporate but also baby boomers ,women of every age and cross cultural personnels who all enjoy using blackberry as they are in continuous synch with their work as well as connected to family and friends at the same time. Absolutely brilliant advertising with the pinch of great music and excellent humour banging right on the message brand wants to spread to the target consumers. Now the song We are the blackberry boys has been trending into minds of youngsters and BlackBerry lovers. It has left same effect on mass as Vodafone Zoo Zoos had done it during IPL. Blackberry first with the Pearl and Bold and now with the Storm and Torch is attempting a change in positioning and moving more towards the Lifestyle segment space. This can prove counterproductive for the company because it directly placing itself to its other bigger competitors and directly taking a head on collision in competition with Nokia, LG, Samsung and Apple I phone. In fact the handheld Smartphone models are being actively compared to models of other competitor for example Samsung galaxy, Apple iPhone and Nokia E series. But the real fight is between Apple and BlackBerry for capturing the lifestyle segment and taking the position of that perception in prospect customers. Now inspired by the advantage of continuous connectivity even if the operators are non functional has allowed along with the host many other manufacturing brands to enter with different applications in order to attract market audience and the argument is on offering of similar features (connectivity) along with a host of other value adding features by the other.. Now these were all physical features of Blackberry and the physical presence always lead to the cognitive, physical cues which in turn act as hints for the mind to form interpretations or in other words positions itself as a highly technical ,functional and great to use device. So far I personally believe Blackberry could strategy of positioning is slick and feature laden but in order to expand market the company tried to play with the emotional proposition saying: Do what you love and love what you do Now this tagline covers all the market sector a handheld manufacturing company wants to because everyone loves to do something and even if they BlackBerry its always a non-boring, happy and lovable moments during work hours. It emphasizes on the idea no matter how hard you do something as long as you love to do it and you have a Blackberry with you ,you will do it right. In one of the advertisements an Asian guy is on his bicycle roaming around seems like a courier guy and uses BlackBerry Torch but he is not a normal courier guy ,he is the current president of SanFrancisco Bike messenger association who is very busy in his work and BlackBerry helps him to be in contact with his family and friends ,manage his work, Blackberry GPS helps him on unknown roads and ways and in the end he loves what he does. Now this leaves a very big message in mind of prospect even if you are a leader an entrepreneur in your small world, business or community you need a blackberry support because even BlackBerry loves what you do.

My Father: No Ordinary Man Essay -- Personal Narrative, essay about my

My father was a great fan of Mark Twain. He had a couple of Twain quotes he loved to recite, and one in particular he liked to recite around me: "When I was a boy of fourteen, my father was so ignorant I could hardly stand to have the old man around. But when I got to be twenty-one, I was astonished at how much the old man had learned in seven years." I could never really think of dad as ignorant, even when I was fourteen. He was a walking encyclopedia, an encyclopedia I consulted daily. But he was an easy man to underestimate. In part this was because he was a great listener, and like all great listeners would rather hear than be heard. That was another one of his favorite Twain quotes: "Better to keep your mouth shut and be thought a fool than to open it and remove all doubt." But he was also easy to underestimate because he tended to underestimate himself. He would have been astonished, genuinely astonished, at the outpouring of love and admiration that has washed over our family in the last week. And there is enough of my father in me that I have been astonished as well. Friends of mine, some of whom I thought barely knew dad, have called or sent word from as far away as Vienna and Taipei to say that my father changed their life for the better. My oldest friend, who is now a mountain climber and a nature photographer, astonished me by saying he might never have becom... ...e Bailey couldn't see in the movie It's A Wonderful Life. George Bailey saw himself as a very ordinary man. And because he was a man of great intellect and potential, he sometimes saw his ordinary life as a kind of failure. It was not until the angel took him out of his own life and showed him the profound connections between his life and every other life in his community, that he was finally able to see himself for the hero that he was. My father was a George Bailey. And just as George's friends came together and emptied their pockets for him when he was in trouble, all of his friends joined together in a celebration of his life. I only wish he could have seen it, because he never would have believed it. My Father: No Ordinary Man Essay -- Personal Narrative, essay about my My father was a great fan of Mark Twain. He had a couple of Twain quotes he loved to recite, and one in particular he liked to recite around me: "When I was a boy of fourteen, my father was so ignorant I could hardly stand to have the old man around. But when I got to be twenty-one, I was astonished at how much the old man had learned in seven years." I could never really think of dad as ignorant, even when I was fourteen. He was a walking encyclopedia, an encyclopedia I consulted daily. But he was an easy man to underestimate. In part this was because he was a great listener, and like all great listeners would rather hear than be heard. That was another one of his favorite Twain quotes: "Better to keep your mouth shut and be thought a fool than to open it and remove all doubt." But he was also easy to underestimate because he tended to underestimate himself. He would have been astonished, genuinely astonished, at the outpouring of love and admiration that has washed over our family in the last week. And there is enough of my father in me that I have been astonished as well. Friends of mine, some of whom I thought barely knew dad, have called or sent word from as far away as Vienna and Taipei to say that my father changed their life for the better. My oldest friend, who is now a mountain climber and a nature photographer, astonished me by saying he might never have becom... ...e Bailey couldn't see in the movie It's A Wonderful Life. George Bailey saw himself as a very ordinary man. And because he was a man of great intellect and potential, he sometimes saw his ordinary life as a kind of failure. It was not until the angel took him out of his own life and showed him the profound connections between his life and every other life in his community, that he was finally able to see himself for the hero that he was. My father was a George Bailey. And just as George's friends came together and emptied their pockets for him when he was in trouble, all of his friends joined together in a celebration of his life. I only wish he could have seen it, because he never would have believed it.

The Importance of French Education for Engineers

French education for engineers is significantly different from that of the United States. This fact will be the topic of this paper as well as the sequencing of French education. There are four schools in France that provide for the bulk of the engineering education after high school. These are called National Instituts For Applied Sciences or INSA. These institutions are very comprehensive and high level. The National Instituts For Applied Sciences or INSA take students who have completed their secondary school studies and select them on the basis of their examination results and their academic records. The recruitment is highly selective. In 1991, 11,000 candidates with a science baccalaureat applied for about 1,200 places.[1] It is therefore obvious, that the INSAs attract students with a high level of scientific education in mathematics, physics and chemistry. The studies begin with a two-year basic study program in the Premier Cycle, which is comprised of general science courses in mathematics, physics, chemistry, mechanics and computer science. These courses are also complimented with courses in the Liberal Arts. The students who pass the first and second year exams are admitted to the Engineering Departments where they continue their studies for three additional years. This enables the students to specialize in nearly all the different engineering sciences: computer studies, mechanics, physics, chemistry and biochemistry. One original aspect of the INSAs is that, the number of students in a department can vary depending on the state of employment prospects. All the INSAs train their students according to the same principles and curricula as the other four institutions. The First cycle is a two-year program of common core classes that welcomes secondary school graduates. Its goal is to prepare students for entry into one of the Institute's specialized departments. The initial qualifications of those who apply for admission to INSA guarantee the high quality of the students: 80% of them graduate in 5 years and 5% in 6 years. [1] Engineering studies start concurrently with the first year of their training. After a two-year preparatory phase, the first cycle begins putting an ambitious regiment into place. The goal of this regiment is, first of all, to give students the common scientific, technical, and liberal arts training necessary for all departments. In order to achieve this goal, course work is divided into modules that are independent of each other. The second goal of the regiment is to encourage students to make the transition from high school student to a responsible higher level student with clearly defined professional goals. As a result of the quality of these different goals, the first cycle plays an important role in both engineering sciences as well as the liberal arts through both years. EURINSA is another two-year European first cycle in engineering studies that has, since 1991, been training European students (including French students) to be part of an international team. The scientific training, conducted in French but adapted to engineering students from different backgrounds (language abilities), allows the students to enroll in any one of the four INSAs in France or even in one of their European counter parts. The program is open to approximately 100 students (at each institution) of whom 1/3 are French, 1/3 are from other European countries, and 1/3 from Central and Eastern Europe.[3] The INSAs produce highly qualified engineers. There are some main differences between studying at an INSA and in the universities of the other European countries. One difference is that French students specialize only at the end of the first two years (the â€Å"Premier Cycle†). This form of training provides them with a vast scientific background, which guarantees a good overall training in the engineering sciences. This method also allows them to change their area of concentration, if necessary during the course of their career. As the INSAs and the â€Å"Grandes Ecoles† are highly selective, very few students drop out during the Premier Cycle whereas, in the traditional university system, there is a high dropout rate or at least a decision to change their course of study. Unlike the University system, the students at an INSA have many general courses. Although all European countries announce a training scheme which lasts approximately 5 years, the fact that attendance is not 100% and that students are permitted to repeat years, means that becoming a qualified engineer could take two or three years longer.[3] Engineering training fields and engineer status differ widely among countries. In other European Countries as well as the United States for example, the seemingly simple problem of correspondence among degrees, not to mention equivalence, is far from being solved, and the notion of harmonizing the numerous systems does not seem realistic. Educational system's specification's are deeply rooted in the country's culture, industry and economy. Large discrepancies appear in Europe between: kinds of high-school studies and their length before college entrance, means of student recruitment, length of training (in terms of number of years of study), degree awarding, academic recognition, professional recognition, etc. In many countries, two engineer profiles coexist: a design engineer with a broad background training, and a production and application engineer. For each profile, there are nevertheless important national particulars. With such diversity, one may understand why a foreign candidate admission in a French engineering college does not assume automatic level equivalence rules. Instead results from various factors: number of study years, major and minor fields of studies, major projects, etc. Therefore, there is only one European general objective in this area, dealing with recognizing degrees obtained after at least three higher education years. These are valued for entrance in professions having regulated access. Because of this definite lack of equivalence standards, Europeans have decided to develop student and professional mobility by recognizing and validating studies engaged in at colleges in other countries . This process has strongly developed in some cases, through the development of programs leading to double degrees, or through the E.C.T.S. project (European Credit Transfer System), based on academic credits which are transferable within higher education institutions of the European Union.[3] Institutions wishing to participate in E.C.T.S., particularly those following non-university framework, must make great efforts to adapt. They have to reorganize their training programs or curriculum with credit hours and they have to use a universal grading scale. The University of Technology of Compiegne (UTC) was the first French engineering school to engage in ECTS in the field of mechanical engineering. Other schools, like INSA of Lyon have more recently done the same. Apart from this very structured system, recognition of study periods among institutions from several countries appears more and more to be an essential component of an international open policy. Partnership agreements exist also with American universities, for instance between the Institut National Polytechnique de Lorraine and Kansas State University and University of Wisconsin at Madison. Developing this practice and expanding the student exchanges depends on firm relationships between foreign schools. A new attitude has developed, where one takes notice of differences between systems, without making value judgements. Thus, these new relations are creating more awareness of the equivalence problem and providing better methods for rectification. The École Polytechnique constitutes the â€Å"graduate schools.† It takes 2 to 3 years of study and, in 1993, there were 46,000 students enrolled in the second cycle.[3] Each year, the École Polytechnique admits slightly more than 400 students into the Second Cycle, via traditional competitive examinations.[4] These students are of both sexes, may be either French or foreign, and are approximately 21 years old. The instructional program for the Second Cycle consists of two years of advanced courses in the fundamental sciences. The program is evenly divided between a core curriculum, and an elective curriculum that includes individual research projects. All students follow the core curriculum, which includes courses in pure and applied mathematics, computer science, mechanics, physics, chemistry, biology and economics. The core curriculum also includes courses in the humanities and social sciences, as well as in several modern languages. Upon successful completion of these two years, students are awarded the diploma of Ingenieur de l'École Polytechnique. Relatively few of them begin their careers upon graduation. The vast majority of graduates choose to follow their studies with specialized training in engineering or business administration, or with the preparation of a doctoral degree. The French nationals, in view of the obligations of their status as polytechniciens, may choose to pursue technical training in France, at one of its engineering schools (such as the École des Mines, the École des Ponts et Chaussees, or the École des Telecommunications) They complete their last two years of education, and receive the corresponding Diplome d'Ingenieur. Since 1996, French nationals have undertaken such training at foreign institutions, in Europe, America or Asia: they have a choice among 100 different instructional programs, at 29 foreign institutions, leading to an Engineering degree or a Masters of Applied Science or Engineering, depending on the institution selected.[3] These programs generally require between two and two and a half years. Special arrangements with the École facilitate admission to some of these institutions. After research training in France or at a foreign university, engineering school, or public or private research center, approximately four years, they obtain a doctoral degree, a Ph.D. or a similar degree in a basic or applied science. For business studies abroad, after several years of practical experience, they earn an MBA degree at one of seven institutions. Foreign students may undertake specialized training or prepare dissertations at institutions of their choice, including, of course, their home institutions. The past shows, however, that they tend to favor the programs offered to their French classmates. In any case, the École attempts to arrange that the two years of study at Palaiseau be properly validated in the programs of the students' home universities. Foreign students are entitled to the same agreements as those offered to French nationals. The École Polytechnique's Second Cycle in the fundamental sciences together with a specialization acquired at another first class institution, represents a training that is proving to be in particular demand in today's economic market place. Indeed, each year large corporations come forward with expressions of their needs and suggestions as to where they believe the necessary applied training may best be obtained.

Essay on The Causes of the Civil War - 1496 Words

The Causes of the Civil War In 1642, Civil War broke out in England, Parliament against the King. Civil War is said to be the worst kind of war because it is when a country fights against itself and unfortunately, this was the case in England. Many familys were torn apart and many people were killed but how had this happened? How had a great country gone so low that they would have to fight themselves? How had England gone into Civil War? This is what we are going to find out. King Charles got off to a bad start. England was a protestant country and so, you would expect him to marry a protestant, but he did not. Charles married Henrietta Maria, a French Catholic, in 1625. This was bad†¦show more content†¦He ruled without them for 11years, until 1640. Some say that Britain was happy during this time and others say that Charles polices, his taxes and religious reforms, during this time made him very unpopular and were one of the main reasons why we had Civil War. I am for Charles but I think this was a bad move. Here are Charles policies: Money- Charles had to find a new method of raising money and one method he used was Ship Money. This tax was usually paid by coastal counties in time of war to improve the navy. In 1634, Charles started asking coastal counties for ship money even though the navy didnt need any improvements and it wasnt time of war and in 1635, Ship Money was taken from inland counties too. It looked like Charles wanted this tax to become permanent even though it was very unpopular but people paid it and Charles got his money so, to him, the ship money tax was successful! Religion- Charles and Archbishop Laud started making changes to the Church of England in 1630. They said they were trying to improve it but lots of people, particularly the puritans, thought they were trying to turn their Protestant church into a Catholic one and the fact that Charles wife was Catholic didnt help! Archbishop Laud and King Charles started decorating the churches and thought that this would make the people feel closer to god and theyShow MoreRelatedCauses of the Civil War951 Words   |  4 PagesCAUSE OF THE CIVIL WAR In 1860, the world s greatest nation was locked in Civil War. The war divided the country between the North and South. There were many factors that caused this war, but the main ones were the different interpretations of the Constitution by the North and South, the Kansas-Nebraska Act, and the arrival of Lincoln in office. These factors were very crucial in the bringing upon of the destruction of the Union. They caused immediate war. In 1791, the tenth amendment wasRead MoreThe Causes Of The Civil War1016 Words   |  5 Pages In 1861, a Civil War broke out in the United States when the South declared their independence from the Union.  There is a great amount of reasons that people can argue how the Civil War was started. 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