Marketing Research Report- WALMART
helpmepass
positioning_presentation.pptWalmart
Positioning for Parent’s Choice
Tanena Terrell
Positioning Presentation
MTK/421
Kelly Duman
Introduction
This is a Walmart brand that focuses on baby products
The products include diapers and other accessories
It is a product of Wyeth
Parent’s choice is a brand sold by Walmart and it basically deals with baby products. It provides a wide range of products to give parents various options to choose from
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Target Market
With respect to demographics, the product targets consumers from all societies
Basically, they need to have a stable source of income that will enable them to buy the products
The brand targets consumers who have a stable source of income from which they can purchase the different products for their children
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Cont’d
Geographically, the product is targeted to parents across the globe
Provided they have children, the products are meant for them
The product is universal
Parents across the world need these products for their children, therefore, Parent’s Choice does not have geographical limitations with respect to who it targets
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Cont’d
As far as psychographic factors are concerned, the brand products are designed for all parents
They should be interested in high-quality products
The brand’s products are of exceptional quality, therefore, the targeted market should believe in high-quality products
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Cont’d
As per behavioral segmentation the brand looks at customers who are interested in the benefits of the product
Behavioral segmentation basically looks at the behavior of the consumers
The different products offered by the brand are effective, therefore, it targets consumers that are interested in the benefits that they will get from products
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Perceptual Map
The perceptual map lists competing products with respect to how consumers look at them. The products’ competitiveness is in the following order; from the most competitive to the least competitive: Pampers, Mee mee, Parent’s Choice, Pigeon, Sebamed, Mothercare, and Biotique
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Cont’d
- With respect to the perceptual map, Pampers is the top competitor in the list as it offers the best quality products
- Biotique is the least competitive because it has the lowest quality in the list
The perceptual creates a pictorial representation of how different competing brands and products are viewed in the market
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Conclusion
- The perception of brands greatly depends on the prices that they are offered (Kerin, Roger, Hartley, Steven, & Rudelius, 2015)
- Most customers assume that the most expensive products are of the best quality
- Manufacturers need to balance quality and price to create the best perception
The price at which a product is sold determines how it is perceived in the market. Consumers tend to create a relationship between the price and quality of a product (Kerin, Roger, Hartley, Steven, & Rudelius, 2015). The create a direct relationship.
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References
Kerin, Roger A., Hartley, Steven W., & Rudelius, W. (2015). Marketing, 12th ed. McGraw-Hill Education. New York: NY.
