4.3) Fitness water…Whole Foods store: people that are active and value health and nutrition. Proactiv Solution…infomercial exercise equipment: people that are interested in improving their appearance and shop on the TV. Alienware…a guitar shop: dorky boys who think they are “Badass” as Alien’s site says. Specialty luggage tags…airport car rental: for people that travel regularly.
7.2) jcpenny.com and target.com
9.1) Talk Shows: Regis & Kelly, Oprah, Maury. Regis & Kelly’s positioning strategy is geared towards woman with children that do not work outside of the home and “empty nest” woman. It is marketed as an upbeat, friendly, and light show. This is demonstrated by their format, time slot, guests/topics and commercial advertisements. The show always starts off with banter between the two hosts. One host is an older man that has been married for 40+ years and the other is a late 30’s female with 3 small children. The show is on in the morning, usually from 8 to 9am. This is after the kids are off to school but before most stores are open (drug store, dry cleaners, Target, etc.). Topics and guests center on popular culture and the entertainment industry. Commercial advertisements center on daily home products, children and the health of an aging population (laundry detergent, diapers and snack foods, vitamin supplements). Oprah’s positioning strategy is geared toward woman, self-improvement and social causes. This is demonstrated by the format and guests/topics. The show has a single host that relays personal stories and experiences and a very probing interview style. Generally the topics center on improving the situation of the guest or illustrate how the guest overcame some kind of traumatic experience. Each show usually is some kind of journey and is the basis of some kind of life lesson for the audience to draw upon to improve their life or their community. Maury’s positioning strategy started off similar to that of Oprah’s strategy. Apparently that was not that effective. There was a brief time that Maury was off the air. When the show returned, it worked to reposition itself. It is now geared towards the more voyeuristic audience that is looking to “peek” into other people’s lives at their worst moments or during a traumatic event. My friends and I jokingly call it the “Who’s your daddy?” show.
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