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Week 3 DQ#2

Product Positioning The Power of Consumer Perception Product Positioning The Power of Consumer Perception Consumers are very selective when choosing products or services with so many choices available . Therefore , when a product is introduced and marketed , much thought should be given to how the consumer will perceive the latest choice available to them in the already quite saturated marketplace . If a product is too similar to others available in the current position , then there will be no incentive to change from the consumer 's viewpoint and instead , simply confusion as to

why a new product is needed . Successful products are innovative and , though they may hold similarities with other products , have a uniqueness that create excitement and the willingness of the shopper to experiment with something different . McDonald 's is a huge company with branding power for any of their introduced new meal selections , but they are not immune to failure due to not taking product positioning into account before the introduction of their Arch Deluxe , which failed . Conversely , the Nintendo Wii was heavily tested and researched before being introduced for consumer approval and has had a high success rate

The idea behind the Arch Deluxe was to create a product position whereas , McDonald 's customers would have a burger with a grown-up taste (Haig , 2003 . This was the marketing strategy , to advertise a hamburger that would appeal to adults without the perception of having anything associated with children . The problem with this is that McDonald 's branding power has to do with convenience and not sophistication . There was also no need for a product quite similar to hamburgers already offered . This created consumer confusion and caused the product to stray from McDonald 's image of convenience . McDonald 's as a corporation had to review their practices for proposing products after this failure and was made the brunt of criticism for losing touch with its customers and being too far behind the market (2003

On the positive site of product positioning is the Nintendo Wii launched in 2006 . Many other similar products are available in the realm of game systems , such as Sony 's Playstation and another of Nintendo 's systems the GameCube . So , research and market preparation were thoroughly attended to before the launch of this now successful product . The creators of this product knew that they had to have the approval of the mothers , who would purchase the product and put this into perspective before even designing the Wii . They wanted to design the product cheaply to make it affordable , as well

Our goal was to come up with a machine that moms would want - easy to use , quick to start up , not a huge energy drain , and quiet while it was running . Rather than just picking new technology , we thought seriously about what a game console should be . [CEO Satoru] Iwata wanted a console that would play every Nintendo game ever made . Moms would hate it if they had to have several consoles lying around (BusinessWeek , 2006...

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