Positioning Kid’s Home-delivered Food For this activity, you need to select the most appropriate positioning for a firm that currently home delivers pre-prepared food, on a weekly basis, to people who are trying to lose weight. They have now decided to pursue an opportunity in providing a somewhat similar product, but this time, targeted at children. You have been presented with a number of different positioning alternatives that the firm could adopt for this new target market – which one would you choose? ACTIVITY/TASK Alternative Positioning Options for Kid’s Home-delivered Lunchboxes Option One – As a weight-loss product For = Many kid’s are becoming over-weight Against = Kids may be embarrassed to take to school Option Two – As a convenience/easy way to organize kid’s school lunches For = Both parents work in many families and time is important Against = Some parents may be embarrassed that they have to outsource their kid’s lunch (as potentially seen as disorganized or lazy) Option Three – As a simple way to provide lunchbox variety For = Kids get bored with the same lunch every day Against = Many kids (particularly younger ones) are fussy eaters and may not eat lunch at all on some days Option Four – As an up-market ‘gourmet’ lunchbox For = May attract parents who want to communicate success Against = Extra perceived cost may limit the size of the market QUESTION Which positioning approach, of the four, presented, would you suggest that the company should adopt? On what basis (criteria) did you determine that this was the best approach. Can you suggest any other alternative positioning approaches that may also be viable? And in what ways will the positioning approach selected affect the firm’s marketing mix for this target market?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Positioning Kid’s Home-delivered Food

For this activity, you need to select the most appropriate positioning for a firm that currently home delivers pre-prepared food, on a weekly basis, to people who are trying to lose weight. They have now decided to pursue an opportunity in providing a somewhat similar product, but this time, targeted at children.

You have been presented with a number of different positioning alternatives that the firm could adopt for this new target market – which one would you choose?

ACTIVITY/TASK

Alternative Positioning Options for Kid’s Home-delivered Lunchboxes

Option One – As a weight-loss product

For = Many kid’s are becoming over-weight
Against = Kids may be embarrassed to take to school

Option Two – As a convenience/easy way to organize kid’s school lunches

For = Both parents work in many families and time is important
Against = Some parents may be embarrassed that they have to outsource their kid’s lunch (as potentially seen as disorganized or lazy)

Option Three – As a simple way to provide lunchbox variety

For = Kids get bored with the same lunch every day
Against = Many kids (particularly younger ones) are fussy eaters and may not eat lunch at all on some days

Option Four – As an up-market ‘gourmet’ lunchbox

For = May attract parents who want to communicate success
Against = Extra perceived cost may limit the size of the market

QUESTION

Which positioning approach, of the four, presented, would you suggest that the company should adopt? On what basis (criteria) did you determine that this was the best approach. Can you suggest any other alternative positioning approaches that may also be viable? And in what ways will the positioning approach selected affect the firm’s marketing mix for this target market?

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