Johnson's Baby Bedtime Bath and Lotion

Saw its ad on TV ? Tell you what. It's more than advertising. It's a demonstration of positioning strategy. There are different ways to position a product or brand and in this case, it is about positioning by use or application. As the brand name implies, these products are for putting your baby into good sleep. You can expand such an application positioning in two ways. First like in this case, giving direction of use (step 1, 2, 3). Second, defining the situation of use. Examples include Kit-Kat for taking a time-out in the afternoon, Campbell soup for making a quick lunch for kids after school and so on. Sounds academic but positioning is a crucial concept in marketing. Let me talk about other positioning strategies later on.

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