Topic is “Positioning a new product for success.” Essay

Product Positioning – Audio Sunglasses
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March 7, 2020
The success of any new product requires not only its capacity to meet customer demands, but also to be able to reach a significant percentage of the consumer base. Regardless of how innovative a product is or how capable it is to address the consumer’s problems; it would not be able to support itself financially if the right market is not informed about its ‘existence’ in the first place. Accordingly, this need to bridge the product, and the demand is one of the primary importance of positioning a product. In this paper, the author would like to discuss the pertinent factors and strategies that could be used in positioning a new breed of sunglasses – the Bose Sunglasses. All in all, he believes that by focusing on an effective marketing strategy to its demand, then these sunglasses could gain more traction if its new version would be released in the future.
The Bose Sunglasses
The Bose Sunglasses is a newly released type of sunglass-speaker hybrid that lets the user hear their music while wearing their sunglasses, without the need for an in-ear headset. Accordingly, this allows the user to be able to listen to his surroundings since the ear canal is not plugged while still being able to enjoy their music through an external mini speaker. In light of both, the pros and cons of this product, the author of this article believe that rather than being positioned or marketed primarily towards ‘music-lovers,’ marketing strategies should primarily target bikers or motorcycle riders instead.
Finding the Right Market
According to a review done by Gibbs (2019), even though that the overall sound quality of the Bose Sunglasses is neat and clear, its on-ear design makes it unable to deliver quality bass sounds to the user. This is because the rich bass sounds leaks towards the external environment rather than entering the person’s ear. This disadvantage is the reason wh...