This brand is using the user category approach to positioning.
To add, this positioning approach highlights the user (the ideal or representative target consumer) and suggests that the product is the ideal solution for that type of person and may even contribute to their social self-identity.
The brand is using the product-user approach of positioning.
Further Explanation:
Product-user approach:
The product-user approach is the positioning strategy of a product. This approach states that the product should be positioned in front of the customers by considering a specific user or a class of users. It is a market strategy where the product is associated with a specific celebrity and cultural symbols. The followers of the celebrities and cultural symbols can be converted into loyal customers of the product.
Positioning approach used by baseball brand:
At the time of buying a baseball, Tom discovered a wide range of baseballs, and a particular product has the packaging of “Baseball of Major League Baseball.” The brand was advertising the product with the help of a cultural symbol (Major League). Therefore, the followers of that specific major league would be attracted to that specific product.
Thus, the brand is using the product-user approach of positioning.
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Answer Details:
Grade: Senior School
Chapter: Positioning
Subject: Marketing
Keywords: tom, goes, purchase, baseball, although, attractive, choices, particular, brand, states, package, baseball, major, league, baseball, players, brand, using, which, approach, positioning
