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Question
How does positing analysis can help a marketing manager identify target market oppertunities?
Positioning analysis helps marketing managers understand how their product can be presented to their target markets as a way to solve certain problems. Take, for instance, a product like contact lenses.
The main benefit of contact lenses is to correct vision impairment. Often, contact lenses are positioned as a tool for corrective vision to people who are visually impaired. However, Nike began marketing contact lenses under its brand to athletes and active individuals who found that eyeglasses got in the way of their sport or activity.
In the previous example, lenses were positioned to deal with an impairment. In the latter case, they were positioned way to remove an inconvenience that nearsightedness caused athletes who wanted to engage in their sport.
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Alex J. Caffarini
Expertise
Alex Caffarini is the President and founder of Analysights, LLC, a marketing analytics firm that enables companies to enhance their marketing performance through sophisticated data analysis. Alex has nearly 20 years of marketing research and data analysis experience, specializing in survey research, predictive modeling, and data analysis. Alex’s experience spans several industries, including banking, insurance, retail, consumer packaged goods, and non-profit. Alex has developed statistical models for Harris Bank, NCH Marketing Services, Hammacher Schlemmer, and other companies. He has also designed and managed survey projects for the Schaumburg Business Association, Brocade Communications, and the American Medical Association. Alex has also designed and published a number of market-sizing reports for the coupon and food retailing industries. Alex holds a B.B.A. in Economics and an M.B.A. in Marketing and Quantitative Methods, both from Loyola University Chicago, where he also teaches database theory.
Experience
I have nearly 20 years of marketing research experience across several different industries, including banking, insurance, retail, and non-profit.
Organizations
American Marketing Association
American Statistical Association
Marketing Research Association
Schaumburg Business Association
Publications
"10 Costly Marketing Research Mistakes" was cited in "Principles of Marketing" by Jeff Tanner and Mary Anne Raymond.
Also:
eZinearticles.com
RIS News
Education/Credentials
M.B.A. in Marketing and Quantitative Methods, and B.B.A. in Economics, both from Loyola University Chicago.
Past/Present Clients
Elgin Community College, Harris Bank, Brocade Communications, Schaumburg Business Association
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