Brand Positioning Statement - Coursework Example

This strategy of management evolved the idea of printing one-liners on the packing covers of different products set for sale. These promotional lines silently acknowledge the advantages with indications of different variable of purchase ranging from the name of the product to its value expectations. The statements pose implications of comparative references of the product with similar ones of various other contender companies and influence the buying choices made by the customer. These powerful but composed lines are beneficial to the company as it saves time of the sales executives in a busy environment while they provide for the independent choice of information search preferred by customers to hectic and stereotypic listening process forced on them.

Successful descriptive has always enhanced the sales volume of many products; majority of them were one-liner tags that influenced people who eventually utter the taglines as they demand a new brand at retail sales spots. Most importantly, they assure the committed narratives of the product prior to the final choice made by the customer to buy it or ignore. However, brand positioning statements are the most visible logic that helps promote business and pose and intellectual domination of the product over its substitutes in the market.

The following is an example of a set of brand positioning statements Segway HT® could have used for the product launch. The brand positioning statement of Segway HT® may be designed in the following way. The Segway HT® is a two-wheeled electronic human transporter that is governed the inbuilt gyroscopes and tilt sensors. The Segway HT ® meets the self-transporting demands of employees and student to regularly travel short distances with provisions for electronically guiding the machine through busy and uneven tracks without loss of time stuck at traffic jams.

The Segway HT® enables the mobility of people with least minimum operative input requirement for commanding the speed and direction of the motion. The SEgway HT® is a digitally speed-governed sophisticated machine with an exclusive option of control switches to regulate the speed of the motion relative to the nature of surface and track environment. The Segway HT® assures easy operation of the machine with suggestion for perfect training for excellent use. The Segway HT® is powered by dual back up of energy sources for uninterrupted transport unlike other machines of human transport.

The Segway HT® gives the best value for money with the longest endurance among all handy transport machines. (Source: Brandeo). The action plan The operational management is required to frame a target oriented action plan to meet the challenges expected to develop in the market segment with absolute concern for improving the sales of the product. An innovative venture should always be confidentially managed before the finalization of design and market research details. As an essential platform for easy sales of the product, it is important to conduct surveys on the demand of the product among people of different cities and their ability to buy them.

The final plan of the design as well as the price fixation needs to be carried out independently by the concerned departments, but focus should be kept on the universal applicability of the product. In case of a human transporter, the marketing challenges are mainly the social issues like high traffic, damaged pavements and unpredictable conditions of crowding