|
Market
Positioning
Turf Tiger
A small equipment manufacturer has served the sports field and
golf course maintenance markets for over 10 years with a low-end,
price driven spreader, and supported it with a  small
advertising budget. The company changed hands, and the new owners
designed a new spreader, with high grade engineering and a new
approach to the product line. Question: how do you upgrade the
old image without abandoning it altogether? Answer: Create an
appealing name for the new product, and give the product the
lead position. Over time, with adequate communications support,
the reputation of the new product will help elevate the overall
brand position of the company in those markets.
|
