Slp4 599 Coursework Example | Topics and Well Written Essays - 1250 words

Slp4 599 - Coursework Example Through an effective understanding of the two, it becomes easier to develop a brand positioning tool that appeals to every segment of the market. Understanding the product The Clipboard tablets are diverse and built with the understanding of the shoppers. For the three years, the company has produced three serial products each having unique features but better than the previous. The X5 tablet is the most basic of the three. Its features are basic tablet features and possibly target the low income earners. Its buyers are not motivated by the performance of the product but by its relatively cheap price. Among its features are the 2G internet capabilities, a three megapixel camera and a 30 Gigabyte internal hard disk memory. For these three features and its target market, the product stays active in the market for three years, the longest in the history of Clipboard tablets. An upgrade version of the X5 tablet is the X6. This is performance oriented and has better features than those pr esented by its predecessor. With the 4G internet speed, Wi fi and one hundred and eighty gigabyte storage space, the machine is ideal for the modern day business person. The product targets the rich and wealthy members of the society. It stays active for two years, a feature attributable to the gullible nature of its target market. Infusing price and performance is not always easy. The notion shared by most shoppers is that an expensive product is always of the best quality. It thus became hard to produce a good quality product and sell it at a relatively low price. The X7 tried this resulting in the shortest market time in the history of the company products. It infuses a number of features of the X6 and has a better sleeker look. Understanding the market The market is easier to understand; tablet users prefer convenience and will always be on the move. They thus require a mobile device that offers longevity and extreme convenience. However, just like the rest of the market it is d ivided into two with every group having its own uniqueness and motivations to purchasing. The two groups are the price motivated shoppers and the quality motivated shoppers (Gilbreth & Lillian, 1978). The price motivated shoppers always buy the basics at the most competitive market value. They asses the products based on their prices and the basic features it promises. This market segment constitute of people from the lower and a bigger percentage of the middle social class, their revenue is constrained and they therefore account for every penny, over spending may result in severe inconveniencies in other aspects of their lives. They thus stick to the basics and would rather accommodate the little inconveniencies of a basic product than spend a penny more than they had budgeted for. Coincidentally this class of shoppers is always a majority in every market. The second category of shoppers is quality oriented. These people will always change gadgets with every newer and improved vers ion of the very product that enters the market. This group constitutes of the rich and the wealth members of the society, it may also include members of lower social classes but compelled by other preexisting circumstances to purchase the very products prescribed by either their employers or service providers. They are not scared of the rice of the product provided it