Deodorant for a Female Teenager

Deodorant for a Female Teenager

Market Product Positioning

The marketing strategy of products is of great importance in influencing their success on the market. Product positioning is one of the techniques used by companies in order to attract a large number of customers. It is important to position the product so that it communicates the benefits that are needed by the targeted customer segment.

The process of product positioning refers to presenting the product in case in a very favorable image that the targeted customer segment is likely to be interested in. In other words, product positioning is represented by developing certain messages that are likely to reach the group that it targets (Inc., 2012). This process also includes symbols and messages manipulation, displays, packaging, and others. In this case, the product is a deodorant for teenage females named Free.

In the deodorants market, the product should be positioned as unique product in its kind, because it only addresses female teenagers. The difference between Free and other deodorants on the market is represented by the fact that other competitors' deodorants address the female customer segments as a whole (StatSoft, 2012). In other words, there is little segmentation from the point-of-view of customers' age. However, this means that Free addresses a reduced customer segment in comparison with the large customer segments addressed by other deodorants. But the company that produces Free considers that by addressing a niche segment, the success of this strategy increases. This is because in the case of deodorants that address larger customer segments, the success rate is smaller, and the risks of not determining the customers to purchase the product are higher. But Free addresses a smaller customer segment that is not addressed by other competitors. Therefore, the teenage customers addressed by Free are likely to prefer this product because it addresses them directly.

Another factor of great importance to products' success on the market is represented by establishing the customer segments they target. Certain strategies focus on targeting large customer bases in order to increase the chances of selling the product. Other strategies focus on addressing niche segments that are considered more likely to purchase these products.

In the case of the Free deodorant, the targeted customer segment is represented by teenage females. This is a niche customer segment. The company that produces Free develops a different segmentation strategy in comparison with competitors' strategies that address large customer segments. This is because the needs and preferences of teenage females require for this approach.

Teenagers are well-known for their rebellious style, for the fact that they feel different than other categories of individuals, and they want to be acknowledged as different. Therefore, it would not be a good idea to address female teenagers together with other customer segments, because this would let them think that their individuality is not observed and important. But by addressing only this customer segment, the Free deodorant sends the message to female teenagers that the product understands their needs, their preferences, and that they are important to the company that produces it. The name of the product also represents the company's interest in teenage females' need of freedom.