While most server brands stress on high performance and reliability, HP positions its server as the energy-saving server. I'm not an IT guy and don't know whether energy consumption is a major concern but it sounds like a good positioning to own. Occupying a new need or new benefit is a common positioning strategy. To be successful in the positioning game, however, we need to be unique and market-first. Another consideration is a practical one : money. You will need to have enough resources to come up with a marketing communication mix to reach out your target market and pre-empt your competitors. Does it always take the big bugs to communicate ? Not necessarily if we are focused enough on who we want to talk to. Like this ad, it appears in Next Magazine which represents high wastage if it wants to reach out IT people. There could have been more on-target alternatives to mass appeal advertising. PR, database marketing, trade shows and so on could be more effective.
While most server brands stress on high performance and reliability, HP positions its server as the energy-saving server. I'm not an IT guy and don't know whether energy consumption is a major concern but it sounds like a good positioning to own. Occupying a new need or new benefit is a common positioning strategy. To be successful in the positioning game, however, we need to be unique and market-first. Another consideration is a practical one : money. You will need to have enough resources to come up with a marketing communication mix to reach out your target market and pre-empt your competitors. Does it always take the big bugs to communicate ? Not necessarily if we are focused enough on who we want to talk to. Like this ad, it appears in Next Magazine which represents high wastage if it wants to reach out IT people. There could have been more on-target alternatives to mass appeal advertising. PR, database marketing, trade shows and so on could be more effective.
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