A. Product position
Advertisements are the main way to promote products and a key to the success of
brands. Advertisements include Print Ads, commercials and the Internet. Commercials
are the most important way to provide the first message that people get. The purpose
of advertisements is to attract people’s attention and stimulate their desire for
shopping. Therefore, manufacturers try their best to design creative ads to attract
people. Before that, products need to find their own positions in the market. In the
developing stage, the main points the products want to emphasize have been decided.
It surely decides future sales strategies. Before new products are on market, marketing
executive make decisions and commercial strategies based on market demands.
Advertisements are useful media to inform consumers and to persuade them to
purchase. In effect, it brings products and consumers together and then modulates the
relationship between them.
For many companies, when the first brand they develop is very successful, they
would develop second, third, even fourth brand. When the companies promote an
item, the brand must be designated to distinguish it from the first brand. The
executives of companies should take all the variables into account when they make a
new brand. These variables are possibly age, sex, occupation, and so on. With these
variables in mind, the executives can decide the areas as goal markets. Finally, the
executives should make plans to leave consumers a very deep impression.
Take La New and A.S.O for examples. The former emphasizes special functions
of its shoes initially. Most buyers feel the shoes are really comfortable to wear.
However, people find the style of shoes are not fashionable. The style is formal and
leisure so that it has mostly middle-aged consumers. At this time, a competitor in the
same trade, A.S.O, invites top models to endorse products and shoot advertisements.
Because of that, people feel the products of A.S.O are more fashionable and beautiful.
For this reason, A.S.O attracts more young consumers than La New dose. Owing to
this factor, La New should add another factor and think about how to attract young
people, not middle-aged consumers. Besides, La New is too expensive for some
young people. Therefore, its company decides to develop a second line: Playa. It is
younger and cheaper than La New so that young people can afford it. Furthermore,
the second line emphasizes not only comfort but also fashion, so the group of
consumers of Playa is younger than those of La New. This is the reason why products
and brands should be posited on market.
Shooting advertisements to sell products is the first stage on market. Besides, the
companies create a successful brand and make a sales plan to secure consumers by
advertising. The effect of marketing strategies on consumers makes them understand
how the brand is different from others.