Strategy And Positioning Analysis Part 1 Jamie Evans Tasha H

Strategy And Positioning Analysis Part 1jamie Evans Tasha Higgins

Strategy and Positioning Analysis Part 1 Jamie Evans, Tasha Higgins, Nathan McClure, Chris Gilbert, and Malcoma Tibbs MKT/421 April 4, 2016 Professor Mark McClintock Strategy and Positioning Analysis Introduction For our week three assignment, we decided to take a look at the new product a battery operated back scrubber that can be found in the store Bed Bath & Beyond. In this analysis, we will describe the organization's background and industry. We will describe the back scrubber is and what it can do, provide the SWOT analysis of the organization and offering, describe the target market. Next, we will identify the needs that cause the target market to buy; we will also include a positioning statement that identifies the product, the target market, how the product solves the target market's needs, and what makes this organization different from the competition.

Paper For Above instruction

In analyzing the strategy and market positioning of the innovative battery-operated back scrubber available at Bed Bath & Beyond, it is essential to understand both the company's background and the industry landscape. Bed Bath & Beyond Inc., founded in 1971, has established itself as a prominent retailer of home and personal care products, with a presence that includes over 1,500 stores across the United States by 2014. The company’s diverse product offerings, ranging from bed linens to kitchen appliances, have positioned it as a comprehensive retailer in the home goods sector, leveraging both brick-and-mortar outlets and online platforms to reach consumers.

The product in question—the battery-operated back scrubber—is a groundbreaking device designed to enhance personal hygiene routines. It features waterproof construction so it can be used during showers, with interchangeable heads that vary in bristle firmness—soft, medium, and firm—catering to individual preferences. Its design emphasizes ease of access to hard-to-reach areas, with a handle extending over a foot for added reach, and the device comes equipped with rechargeable batteries and machine-washable, mold-proof brush heads. Such features position the back scrubber as a novel solution to a common personal hygiene challenge, setting it apart from traditional manual scrubbers.

Conducting a SWOT analysis illuminates the strengths and opportunities that the product and organization possess. Strengths include clear product performance, waterproof and battery-operated technology, and the uniqueness of the device, which is one of a kind in the market. The product's flexibility and ease of use allow consumers to comfortably clean hard-to-reach areas, providing a competitive advantage. Weaknesses, however, encompass the potential high costs associated with innovation and specialized manufacturing, along with project management complexities related to procurement and supply chain logistics.

Opportunities for growth are substantial, especially targeting sectors such as nursing homes, hospitals, and gyms—markets where personal hygiene devices are in regular demand. The product also appeals to loyal Bed Bath & Beyond customers seeking advanced personal care items. However, threats loom from competitors potentially mimicking the device, price fluctuations, inventory management challenges, and shoplifting risks.

Market segmentation strategies underpin an effective marketing approach, enabling the organization to target specific groups with tailored messaging. Geographic segmentation might focus on particular regions, such as the southeastern U.S., where consumer preferences differ. Demographic segmentation considers variables such as income, gender, and education level; women, for example, are traditionally more receptive to innovative personal care products. Behavioral segmentation examines user benefits and loyalty, emphasizing features like the device’s speed and softness, as well as usage occasions. Psychographic segmentation involves analyzing consumer lifestyles, values, and attitudes through qualitative research, such as focus groups and ethnographies, to better understand motivations and emotional triggers for purchasing.

The positioning statement for this product accentuates its uniqueness: "Consumers seeking an advanced, highly effective back scrubber that surpasses traditional options, offering waterproof, interchangeable heads, and circular motion technology, will find this device from Bed Bath & Beyond an indispensable addition to their personal hygiene routine." This statement targets consumers desiring convenience, effectiveness, and innovation in bathing tools, emphasizing how the product addresses their needs better than competitors.

Market positioning hinges on highlighting the product's innovative features like rotating heads, mold-proof bristles, and a lifetime warranty—elements that resonate emotionally and practically with consumers. Packaging should evoke feelings of freshness, cleanliness, and ease, with clear imagery demonstrating the device’s functionality. Marketing efforts should focus on the emotional benefits of convenience and self-care, positioning the device as a vital tool for health-conscious individuals and busy families. The online presence and in-store displays need to underscore the product's unique attributes, ensuring consumers associate it with quality and innovation, differentiating it from traditional or low-tech alternatives.

The competitive analysis underscores the device’s distinctiveness in the marketplace. Current competitors, such as Target, Walmart, Kohl’s, TJ Maxx, and Sears, offer basic bath scrubbers but lack the technological sophistication of this product—namely, the rotating, interchangeable heads, waterproof design, and warranty. The advanced features not only justify a higher price point but also establish the product as a premium offering. Its appeal as a gift item further broadens the market, attracting holiday shoppers and personal care enthusiasts.

The fundamental consumer motivation—personal hygiene—remains a compelling driver. As noted by health guidelines, maintaining cleanliness is vital for health, but reaching specific areas like the back poses challenges, which this device effectively addresses. Emotions also strongly influence purchasing decisions—consumers desire products that make their lives easier, more comfortable, and improve their self-image, which the back scrubber fulfills by simplifying hygiene routines and delivering a sense of freshness and confidence.

Based on these analyses, the product's marketing strategy should emphasize technological innovation, ease of use, health benefits, and emotional satisfaction. The combination of practical features and emotional appeal positions the back scrubber to succeed in a competitive personal care market. Building awareness through targeted advertising, in-store demonstrations, and online promotion will foster consumer trust and loyalty. Continuous innovation and closely monitoring competitor actions will help maintain the product's differentiated position, ensuring sustained success in the marketplace.

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