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Experiential Sensory Excitement And Cognitive Activation Marketing Essay

Dictionary interpretation of Positioning can be an act of putting something in a few one's head and in market we put our product in prospect's brain. A simple term of course, if you are good enough it is easy to execute however the artwork is hard to develop. It is the process where marketers grab a position or built a position in target audience for its product, brand or group.

In this consumer focused market Setting is an instrument to cut down the "noise" and establish a real connection with the customer who results customers deciding on your product rather than your rivals. As today's customer is stressed with unwanted advertising and advertising it becomes very difficult for a product or brand to be seen and after being observed an craving to get opted as an initial preference in goal customers.

It's all about mindshare you possess in prospect's intellect, better you position yourself greater you achieve what's called as coveted mind talk about.

A product or brand should try to have an aggregate understanding which is greater than that of its competitor and those who don't possess that kind of percentage should not lose hope as they can perfectly influence the perception and position their brand through enlightened strategic alliance.

It's a continuing process and doesn't can stop at one place because you may get forgotten by your audience so repositioning is needed or when there is any shift in your business for example Goldman Sachs and Morgan Stanley shifted from investment to commercial banking institutions hence their anticipations from traders, clients, employees and regulators all need to move as per the paradigm and therefore the organization needs to reposition itself.

Primary elements of Positioning are:

Quality. Quality is a pre -essential, it should be provided at all and later should be backed by incentives. Back your quality state with return policy warrantees and customer-friendly warranties.

Service. Added value in customer service and after sales helps and if the product is personalized and individualized.

Pricing. Whether could it be luxury, averagely listed or cheap in its sector or really cheap.

Distribution. The route or distribution and supply chain is part of placement.

Packaging. Packaging helps in delivering the subject matter you want for potential client.

Positioning can be recognized by:

Functional-Solve problems and offer benefits to customers.

Symbolic-self image enhancement, ego recognition, affective fulfilment and sociable meaningfulness\

Experiential-Sensory arousal and cognitive stimulation

What makes the forex market filled with surprises and unquestioned answers that there surely is no certain way to be a leader on the market. Not even advanced of marketing acumen of the company assures success and even while trying setting, companies end up somewhere else in prospect's mind and not the place where they meant.


Mumbai based Gartner's research analyst say that smart mobile phones are on the rise and with intro of new devices in new software, better applications, features and reliable hardware has made it challenging for already set up brands in various parts of the market. Together with the record annual growth of 30% for next five calendar year it is very vital not limited to smart phone distributors but also for operators, and OS developers.

India being another most significant market of smart telephones after China and Brazil is discovering an intense have difficulties between various handset providers like Nokia, Samsung, LG, Black color Berry, etc. with the tie-ups with different companies and operators as well as focusing on the software websites like iPhone OS, BlackBerry OS, House windows Mobile, Android, Symbian and Palm's. In '09 2009 - India observed sales of 69 million smart phone handsets, doubling from the 32 million make come to in 2008.

As much as global market can be involved, Mr. Carolina Milanesi, research vice president at Gartner, described that this year found RIM, a natural smart phone maker making its debut in top 5 cellular devices manufacturers, as well as there was increase its market talk about of Apple by 1. 2 percent things. Android-based phones observed a peak surge of 700 per cent year-on-year which is proving to be a risk to other smartphone makers

Mobile devices market is witnessing a double-digit expansion of smartphone sales in older market segments, and helped by wider product supply as well as mass selling price tags that are in budget of average income group. And specifically in India white -container products has shown growth as per expectation of the manufacturers with healthy attributes in future.

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If all the Smartphone manufacturers are mixed together they discuss total of 75% of the Smartphone market by itself in India and relax 25 percent25 % is shared by smaller or followers in the market and the presence is hence insignificant comparatively. So in this year if we refer to the record in India more than 18 percent of the phones sold are Smartphone.

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Trend in sales of Smart telephones in India is first of all sales start with the first adopters initially as shown at the right, and then as prices drop everyone switches to Smartphone's updating there old cell phones as they have limited features.

In India aim for segmentation is done on various factors but experts are also considering or alternatively already have segmented their focus on consumers into 3 types' i. e. Entertainment users, Marketing communications users and Information users.

Now it's been witnessed that in these segments people pay more or extra for great solutions if their needs are matched up in a specific portion. Many failures in mobile market are anticipated to either focussing at an individual specific problem or feature or by disrupting the complete package by adding all of it.

Now the amounts of Smartphone should be doubled by FY11 which boom will there be for future years. Emergence of Smartphone's was more in the form of service device rather than just another application based model that was the earlier development shown by the OEM's. RIM blackberry services observed some mass adoption whereas OVI programs tried to create the same magic but performed average. Despite the variety Symbian has still the monopoly with 72%share in Indian market accompanied by glass windows, android and blackberry Operating-system however in upcoming future style Symbian may lose its market show to its competition.


In this "dog-eat-dog" world, setting a brand is the biggest priority for a product or brand. Creating understanding and then fetching that special place for your brand in the consumer's mind would be the key in deciding the destiny of the brand in case brand is becoming a l success or fading away to obscurity and especially in India, Blackberry did some considerable research as it is one of the most effective growing telecom markets and within high competition has managed to take up a exclusive position settling just after Nokia in market share.

Blackberry is carrying out a simple guideline of merging product and service benefits at a good price that creates value in the heads of customers - which is the main element variable for the success in portable device market. And in the current environment of new entrants in this particular sector and ever increasing competition with very less differentiation among service-product offerings, these processing companies are facing problem in clear communication what makes their offerings special - much better than those provided by the competition.

Value Proposition:

Features that makes BlackBerry stand aside from rest of the players and clearly stating that quality is inescapable supported by Innovative design and iconic styling that mixes optimum display and weight size ratio without diminishing ease of use that users expect from other BlackBerry

Unrivalled Connection with BB messenger application

GSM/Border/ CDMA

warranties and after sales service

Built in GPS Engine

Rich Internet and Multimedia Experience

Full Webpage Internet Browsing

Including support for streaming audio and video tutorial.

Instant Messaging support for multiple areas including Yahoo!, Messenger, GoogleTalk

Social networking communities including FaceBook, Flickr, Picasa

On 25 Sep 2008, amount of BlackBerry subscribers come to to about 19 million across the world and the characters in India over these years are so high that they can not be overlooked because company managed t identify customers requirement of accessing internet specifically emails and internet sites on the move.

In start BlackBerry located itself in intellects of corporate executives who are always away from home and with addition of public networking cites and various online applications, brand provided interfaces which also drawn youngsters from the corporate prospect.

Biggest eye-catching proposition flaunted by BlackBerry Smartphone's was the thought of remaining connected at all times.

So the first grand step was to put itself as an business executive handheld device which in turn helped in carving out market for the brand without presenting a at once collision with any of its top opponents which was the smartest move of all

Hence BlackBerry became the Corporate Executive phone which was relatively less famous in youngsters initially.

Now the next way was to enter non-corporate world of portable devices where even the 'uncorporate' wished to be in interconnection or online with their relatives and buddies constantly. And they developed an excellent campaign stating as

"We will be the BlackBerry boys"

which not only included appropriate up corporate but also baby boomers, women of every age and cross ethnical personnel's who all appreciate using blackberry as they are in constant synch with the are well as connected to family and friends at the same time.

Absolutely amazing advertising with the pinch of great music and excellent humour banging right on the message brand wishes to propagate to the prospective consumers. Now the track "We are the blackberry young boys" has been trending into brains of youngsters and BlackBerry addicts. It has still left same effect on mass as Vodafone Zoo Zoo's had done it during IPL.

Blackberry first with the "Pearl" and "Daring" and today with the "Storm" and "Torch" is attempting an alteration in placement and moving more towards "Lifestyle portion" space. This may establish counterproductive for the company because it directly inserting itself to its other bigger competition and directly taking a at once collision in competition with Nokia, LG, Samsung and Apple I contact. In fact the handheld Smartphone models are being actively compared to types of other competitor for example Samsung galaxy, Iphone and Nokia E series. But the real deal with is between Apple and BlackBerry for capturing the lifestyle portion and taking the position of that understanding in potential customer customers.

Now motivated by the good thing about continuous connection even if the operators are non efficient has allowed along with the host many other making brands to go into with different applications to be able to draw in market audience and the debate is on offering of similar features (connectivity) plus a coordinator of other value adding features by the other. . Now they were all physical features of Blackberry and the physical existence always lead to the cognitive, physical cues which become 'clues' for your brain to create interpretations or quite simply "positions" itself as an extremely specialized, functional and great to use device.

So far Personally, i imagine Blackberry could strategy of positioning is slick and show laden but in order to expand market the business tried out to play with the emotional proposition declaring:

"Do what you like and love what you do"

Now this tagline protects all the market sector a portable manufacturing company wishes to because everybody loves to take action and even if they BlackBerry it certainly is a non-boring, happy and lovable moments during work time. It emphasizes on the theory no subject how hard you take action as long as you love to do it and you have a Blackberry with you, you can do it right.

In one of the advertisements an Asian man is on his bicycle roaming around seems such as a courier man and uses BlackBerry Torch but he is not a normal courier man, he is the current chief executive of SanFrancisco Bike messenger association who's very busy in his work and BlackBerry helps him to be in contact with his family and friends, manage his work, Blackberry GPS helps him on anonymous streets and ways and in the end he enjoys what he does. Now this leaves an extremely big message in mind of prospect although you may are a innovator a business owner in your small world, business or community you desire a blackberry support because even BlackBerry enjoys what you do.

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