I need help with Marketing thesis paper?

Question

Hi!

My paper is about Positioning, well, what i'm trying to do is determine what factors influence (or determine) the positioning of brands, especifically clothes/garments brands. I'm not sure how to structure it and what information to use or not....

I can take any tips/suggestions/help..etc.

Thank you in advance!

Answer 1

Go to your nearest bookstore and check out Positioning by Ries and Trout. It is a really good book to thumb through for ideas if you're on a student budget.

Answer 2

How you position a brand in the marketplace depends upon many factors.  First, is the brand's history.  Does it currently have any brand equity that has been built over time?  If so, you might want to build on that brand equity in it's positioning.  For example - a brand like Ralph Lauren has a rich history and you would not want to throw that away and position it completely differently.  You might build on the image it has -- and modernize it to appeal to the youth of today (if that's your target).

Other factors include the target market.  Is it a brand for young people, for middle-aged professionals, for senior citizens?  Is it  for men, women -- or both?  Who, specifically, are you trying to sell this line to?

Also, what is the personality of the brand?  Is it conservative, preppy -- or modern, avant gard?  Is it retro or urban?  What does it look like -- what lifestyle does the target consumer have?  Where do they work, play, travel, shop, party, dine, etc.  It should appeal to them at a lifestyle level.

And, who is the main competition?  How are they positioned?  You will want to stand out from them and not position your brand too similarly or the consumer might get confused.  You need to develop an USP -- or unique selling proposition.  What is different about your brand that makes it stand out from the rest?

And, what is the price point?  Is it so expensive that you will position your brand only to the rich and famous?  Or -- is it for the mainstream.  Should it be sold at Saks, Macy's or Target?

Good luck -- hope that helps.

Answer 3

:O

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this will help u