Introduction Gold Coast Institute of TAFE (GCIT) is the educational Institute in Gold Coast region. It provides a variety of courses in terms of education and training program for offering experiences in practical and industry-relevant training in Queensland. Moreover, its programs have been designed in close consultation with industry to deliver high quality of students with relevant knowledge and skills to the Australian workplace (Gold Coast Institute of TAFE Annual Report 2010/2011, 2011). Due to developing the brand, GCIT will expand its training and internship programs beyond Queensland. The market will be grown to other states which are New South Wales and Victoria, and it will be focused on Asian and Indian Continents market. As a result, …show more content…
879). There are many competitors in the market, and they are acknowledged on the national level. Development of the brand strategy plays a significant role to gain more opportunities for GCIT, and the outstanding brand strategy can attract more target groups to become a part of the brand. A statutory authority is a form of legislation to guarantee the brand that was established by the government, and it can ensure the quality of student in terms of flexibility and responsiveness in the internship places and the real world. Although GCIT is the biggest provider of vocational education and training (VET) service in Queensland, a Statutory Authorities may affect the credibility of the brand in terms of delivering this service to other stages which are New South Wales and Victoria, and continents where are Asian and Indian. As a result, a Statutory Authorities may help GCIT improve its current brand in order to attract domestic and international students, and it could make more dependability of the brand. Therefore, the particular research on seeking the marketing professional is affecting to the certain situations of GCIT, for example, creating the implementation for helping the brand to be …show more content…
“The positioning is expected to shape the preferences of consumers and lead to high consumer loyalty, consumer-derived brand equity, and willingness to search for the brand” (Fuchs and Diamantopoulos, 2010). As the specific targets, both domestic and international students are the potential clients of GCIT, it is important to determine the in-depth attitude which turns out to be the understanding the actual preferences of students towards GCIT such as courses, tuition fee, school facilities, learning environment, the benefits and value of study in GCIT and etc. Once they know the result of preferences, this could lead to the idea of positioning development of GCIT competing for another training institution in Queensland. Although GCIT has won many awards (as stated in the background of the tender document) but it is not guaranteed that GCIT is in a high positioning in education training market. However, GCIT still needs to determine positioning strategy dealing with students’ preferences in order to find out the certain positioning to reach clients satisfaction and also to be able to enhance the reliability of its brand. There is the evidence support that “the type of positioning strategy does indeed affect the positioning success of real-world brands” (Fuchs and Diamantopoulos,
Considering 4 elements of the marketing mix and the case discussion of the general trends in the industry, it seems that MCB is experiencing problem with place and determining its target market. The case provides many examples of the company's difficulties in gaining more retail locations, maintaining sufficient inventory level, and, the most important, improper positioning of its product, which impeded the MCB to reach its potential customers.
According to Alvin J. Silk, a positioning statement is designed to define who are a company’s customers, what set of needs does the product fulfill, and why is the product the best one to fill those needs (2006, p. 90). I found this question challenging because a positioning statement should define “the place the firm wishes to occupy in its’ targe...
Retailers rely on product positioning to bolster the value of their products. Determining product positioning requires the analysis of target customers, the market competition, the definition of competitive advantages, and the communications needed to deliver the chosen position to the consumer. Kohl’s is an example of a department store that has successfully deployed a pricing a retail strategy, which evaluates and incorporates price, place, product, and promotion.
The positioning strategy that I think would be advantageous is using the marketing mix tools effectively. I think having an integrated and coordinated strategy for product, price, place, and promotion. Marketers can use this to maximize customers’ experiences and complete their process of positioning by outshining customer’s expectations in each area that is prominent to them. Fashion consumers want to change and seek what is new and exciting. A certain fashion doesn’t remain popular forever, so marketers need to anticipate and prepare for changes in consumer tastes.
To consider the power of marketing execution (e.g., product placement) versus traditional media planning strategy. How does this new marketing approach affect shifts in brand image?
New South Wales. Department of Education and Training. Area of Study: The Journey. 2004. Web. .
The most attractive positioning ideas evaluated by the research and positioning concepts testing results are both similar and derivative. SSC must choose the best concept to positioning their new Italian Sausage brand uniquely. 3.0 Critical
In order to understand the context of what type of positioning a company can take as part of its competitive strategies this paper below will examine how Prada fits in to Porters’ concepts of generic strategies and competitive position as well as Treacy and Wie...
During my last year in high school, I developed a desire to learn and understand the business in order to help my parents in the future. As a result, I chose to study Marketing at Thammasat Business School. In my third year of studies, I joined the 27th Marketing Trainee Programme hosted by the Marketing Association of Thailand, where I have experienced first-hand training from professional marketers and took part in marketing stra...
Marketers assert to develop branding and packaging strategies that signify the brand’s products in a way that establishes lasting impressions in consumers’ thoughts. Because brands distinguish the many product offerings in the marketplace, brands help consumers choose between product offerings. When branding and packaging strategies clearly illustrate worthy product expectations, and products remain true to branding messages, positive consumer perceptions ensue, and brand value is strengthened.
According to Doyle, (1983) positioning strategy refers to the selection of a marked market segment that shows all the customers a type of business that could seek out to serve and the option of choosing the differential advantage that explains the way it is going to compare against all its competitors in the same segment. It could be said from this definition that a positioning strategy applies mainly at a certain product’s level or/and service, working in the limits of a particular market and the fact that it should not really be mistaken with a wider concept of “corporate” strategy, or with any other concepts that are more specifically related to strategy such due to the fact that it could be related to every individual matter in the marketing mix, such as a “pricing” or “promotional” strategy.
The industry provides a significant opportunity for strategically planned brand placements, but there is little evidence of academic research in brand placement‘s effectiveness or consumer attitudes within Bollywood cinema to-date. This research is aimed at providing an overview of current product placement research in Hollywood cinema with a view to examining the lessons that can be learnt by film producers and brand managers looking to formalize product placement strategy in Bollywood productions.
“Product positioning refers to the place a product occupies in consumers’ minds based in important attributes relative to competitive products (Kerin, Hartley, 256).” “Product repositioning can be identified by changing the place a product occupies in a consumer’s mind relative to competitive products (Kerin, Hartley, 256).” When referring to product positioning and product repositioning, we have something called a perceptual map. A perceptual map is a display in two dimensions the location of products or brands in the minds of consumer (Kerin, Hartley, 257). A perceptual map allows a manager to evaluate how consumers compete with different products or brands. A perceptual map can be considered a design that shows the average target market. With the perceptual map there are four steps to key position a product or brand fluently. The four steps consist of: identifying the important attributes for a product or brand class, next, discover how target customers rate competing products or brands with respect to these attributes, then discover where the company’s product or brand is on these attributes in the minds of
By communicating a new value proposition, brand management aims to change the brand’s former brand percep-tion and link the new brand image to the new position. Of course, also within re-positioning, new attributes have to demonstrate points of difference and superi-ority. By emphasizing the brand’s uniqueness, management enables the cus-tomer to perceive higher brand value in their mind (cf. Friis 2009, p. 19). If the brand elements are not relevant for the target audience or the brand proposition was not chosen correctly, brand identity will not be perceived as credible and communication will fail. Therefore, companies have to analyse their target groups accurately before choosing new attributes, which they want to communicate. Management has to find out what are the target audience’s needs, wants and desires and what do they believe in. The organizations values should in best case overlap with the values of the audience. New brand attributes have to follow specific communication objectives, which are focussed on changing the custom-ers’ perception (cf. Feddersen 2013, p.
When analyzing an organization’s target market, the first step is to understand the business and what they hope to achieve through their marketing strategies. Targeting and positioning strategies consist of analyzing and identifying segments within a given product-market, choosing which segment or segments to target, and developing and implementing a positioning strategy for each targeted segment (Cravens & Piercy, 2009). The company’s target market determines what customer group or groups the company wants to serve (Cravens & Piercy, 2009). Analyzing IKEA’s target market allows the company to determine if their marketing strategies have successfully targeted their intended customer group or groups. Discussing the company’s positioning strategy helps determine if the strategy is effective or if the company must make improvements strengthen their positioning strategy. The company must determine if their targeting and positioning strategies may be lacking. If the company’s targeting and positioning strategies are lacking, the company must determine what they must do to strengthen their targeting and positioning strategies.