Companies should improve the quality of their products to attract the customer’s attention in the competitive business world. What was profitable last year may not provide profits this year. Product positioning and differentiation are the main strategies of modern business.
Product differentiation is the complex of means which aim at attracting the customer’s attention and making the product desirable and different from other products (Nielsen, n. d.). The products which have unique advantages are more competitive in the world market. Positioning is the way the company presents and advertises its products. Firstly, the company should invent the unique advantage of the product and secondly advertise this advantage in the most attractive way (Nielsen, n. d.).
Positioning statement expresses the main advantage of the product and helps to differ it from the other ones. The success of the product depends on its quality and price on the one hand and its popularity which is achieved with the help of creative advertisements, on the other hand.
Let us demonstrate how these strategies work on the example of the company Victoria’s Secrets which produces beautiful women’s lingerie. The case under the study deals with the sale of women lingerie for plus-size women. Firstly, the unique adventure of the product may be found out. Although the majority of women are interested in the quality of the product, its attractiveness is also very important to them (Kumar, 2005). Plump women also want to be sexual wearing attractive lingerie. More than that, plus-size women want their lingerie to cover the imperfections of their figures. That is why sexuality and form are the main key points to advertise the line of products for plus-size women.
This lingerie should allow them to feel more confident despite their minor imperfections. Positioning statement may be formulated in the following way: “Be perfect and sexual”. All women dream of being perfect and having a model appearance. Curvaceous women should be taught to highlight their advantages and Victoria’s Secrets may help them. This line of products for plus-size women is unique in the world market since the company is the only one that produces such beautiful and sexual lingerie of big size.
High quality combined with beauty for quite affordable prices is attractive for the customers. The creative advertisement of this lingerie guarantees success for the product. It should be taken into account that not all women know about this new line and they should be informed with the help of the Internet, TV or magazines. Advertisements should be on those internet sites which are visited by plus-size women. The arrangement and design of the shop also play a very important role.
The design should correspond to the new line of the product since plump women feel uncomfortable if they see the photos of slim women. As for the arrangement of the shop, it should be located in the place where plus-size women spend most of their time. It may be situated near dietology centers or other shops. These strategies guarantee success.
From the above said we may conclude that the positioning and differentiation strategies are very important in the world market. The success of the product and its profits depend on these strategies. Every company does all possible to attract the customer’s attention. Victoria’s Secret’s new line of products for plus-size women will be sold successfully with the help of these business strategies.
References List
Kumar, S. (2005). Supply Chain Strategies in the Apparel Industry: The Case of Victoria’s Secrets. Web.
Nielsen, L. (n.d.). Product Positioning and Differentiation Strategy. Web.