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Positioning Strategy

Introduction:
Product positioning is closely related to market segment focus (Berry, 2008). Product positioning involves creating a unique, consistent, and recognized customer perception about a firm’s offering and image. Products in the same category can be positioned in many different ways. Below are three examples of different positioning strategies for hair care products.

Advertisement (1): ASIENCE Deep Nourish
ASIENCE Shampoo Deep Nourish is specially formulated for Asian hair that is prone to damage from chemical treatment, UV rays, braiding, blow drying and frequent perming and styling (SGBox.com, 2009). In this advertisement, we think that the product is positioned by the marketers as a hair care product formulated by natural ingredients that nourish, replenish and restore the essence of beauty especially for Asians.
As the product’s brand name, ASIENCE implies, the product is positioned as a hair care product that combines traditional Asian hair care ingredients and modern Science. The wording of the sub-headline, “naturally nourish, replenish and restore the essence of beauty” is carefully selected by the marketers to strengthen their positioning strategy. The word “naturally” shows that the product works in a natural way through traditional and pure ingredients. The rest of the headline clearly illustrates the benefits of the product which enable the consumers to attain the essence of Asian beauty.
The product’s endorser, Gianna Jun, plays an important role in reinforcing the product’s positioning strategy. The marketers are wise in selecting Gianna Jun as the product’s endorser because her personality, image and reputation suit well with the product’s positioning strategy. We think that Gianna Jun was selected to endorse the product because she is famous for her shiny long straight hair. In the advertisement, her long hair which looks healthy, youthful shine and smooth reinforces the product’s positioning strategy. She was also selected...