Creative Brief: Product positioning refers to the way in which a company sets its product apart, and how its products are perceived by the target market.áTo compete successfully, Mini must have a differential advantage over its competition. The goal of product positioning is to maintain a clear distinction in the minds of potential customers, thus creating a distinctive place in the market for the Mini Cooper automobile. In developing a positioning strategy, Mini must create a unique place for its cars in the minds of consumers.
To be effective, the basic value proposition offered by Mini to the American public must be something that is relevant to the target market. This value proposition must be differentiated from the competition, it must be sustainable, and it must be communicated clearly to that target market. As a general statement, the differentiating facts or factors can be based on the physical attributes of the product, or they can be a perceived difference based on the image of the product in the minds of potential buyers. Mini can differentiate its cars using both the physical attributes of the product including the fact that Minis are high performance cars, and the image of the Mini as a statement that the owner is unique and willing to be noticed by standing apart from the crowd.
Up until now, Minis marketing efforts in the United States would not be characterized as a success. Using marketing research, Mini needs to determine which attributes are considered to be important by consumers and then use them to differentiate the Mini from the competition. In this situation, attributes include performance, durability, quality, reliability, style and design.á
Positioning Strategy: By any measure of success, the Mini Cooper's re-introduction into the United States has been disappointing for BMW. U.S. sales of the Mini were virtually flat in 2004, but global sales continue to rise. The decision to add a convertib...