Product That Could Be Marketed

¶ … product that could be marketed effectively using a mass marketing approach? If so, explain and justify your answer. If not, what types of changes would have to be made to the product to make it appropriate for a mass marketing approach?

As mass marketing is so broad, it is difficult to find one company or product that can fit every need for every person, such as children and adults. One product that could use a mass marketing concept would be sneakers (or tennis shoes), as every person in America likely owns a pair. To explain, Skechers has a pair of shoes for all types of people. They have children's shoes that are colorful and sparkly. They have sneakers and casual shoes for men and women. They also have their new Shape Up brand, which is specifically made for the exercise fanatic to help tone their muscles while working out or throughout the day. And finally, they have tougher, heavy duty industrial work shoes.

Skechers is a perfect example of the possibility to make a mass marketing campaign. The concept could be Skechers, a pair of shoes for every person in your family and for every occasion.

Similarly with another common brand such as Nike or Adidas, a mass marketing approach is still possible and could still be geared toward the family or to all individuals, as they again have shoes for all ages. With Nike or Adidas, however, there is less variety of shoes. The appropriate mass marketing with these companies would be a tennis shoe for every occasion. This would then include the specific sports or just for play and normal wear.

While target marketing is usually the most common and the best way to find your appropriate audience, a mass marketing campaign is very easily obtainable with the right product. Obviously, all individuals wear shoes, so it can definitely be marketed to all.

Resources:

Skechers shoe website, retrieved at http://www.skechers.com/

Sheri Cyprus, (March 16, 2010), What is Mass Marketing, retrieved May 12, 2010 at http://www.wisegeek.com/what-is-mass-marketing.html

DQ4: Why is it important to have a clear, concise written positioning statement once the desired position has been determined? Give an example of a good positioning statement. Why do you feel this is a good statement? You may pick any company.

A good positioning statement is important, because it helps you and your customers narrow down your target market, your specific product and service and why it is better than your competitor. It is important for your positioning statement to be unique, so it is easily remembered and makes you stand out among competitors. It should also be believable and make a claim that is valid, as you want it to bring in customers, but also keep customers returning to buy more of your products.

Taco Bell has a perfect and simple positioning statement "think outside the bun." In this short statement, it gives an idea of the products sold and indicates why it is better than the competitor. With all the fast food restaurants throughout the country, Taco Bell is easily able to stand out, because it does not sell sandwiches on a bun, as every other fast food place does such as McDonalds, Burger King and Wendy's.

Taco Bell has also taken advantage of its own concept in using the term "Fourth meal," which is a meal between dinner and breakfast. Again, this is a unique offering, as Taco Bell is usually opened extended hours on the weekends until 3 or 4 a.m. With this positioning statement, they provide a perfect alternative to their competitors, again in a simple and memorable way.