Vitek VTC-3516 Specifikace stáhnout pdf (Strana 68)

Design and Applied Technology (Secondary 4-6)

(b) Product Information – Clients have to provide basic functional and/ or aesthetic ideas on

the new products.

target users/ age groups, packaging methods, profit margins, quotas, and shipment

schedule.

(d) Marketing Mix – Marketers have to analyse the 5 P’s, i.e. Product, Place, Promotion,

Price and Packaging, of the products concerned.

The deliverables of Stage 0 are:

(a) Design Contract between Client and Design team;

(b) Resource Capacity, Schedule and Budget

3.2.2 Market Positioning Analysis

Market positioning is a key step in a marketing strategy. It is to create and communicate

messages to the market to clearly establish the company or brand in relation to the

competitors. For example, Volvo’s position is safety, while Mercedes-Benz’s is good

engineering.

Some products may position themselves as outstanding in two aspects or even more. The

dilemma is claiming superiority in many aspects may confuse customers or even hurt the

company's credibility: it is not convincing that a product can be an all-round winner.

Furthermore, the position that a company communicates to its customers may not be able to

override customers’ perception. Customers may form their perception through actual

experiences with the company's products or by word of mouth.

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Vitek VTC-3516 Specifikace Strana 68