Finance439

Cellcro |

Product Attributes and Positioning |

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3/22/2010 |

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Cellcro is considered a shopping good. Like many cell phone accessories these goods are purchased less frequently and require the customer to have some knowledge and preference of the type of good the customer is seeking. A customer typically compares similar goods based on price, features, compatibility, quality, etc. In order to compete with the competition we would need to analyze and develop a marketing mix that would best suit our goals:

          Product

Our product is a variation of cell phone cases. Cellcro takes two existing inventions and combining them to fit the needs of the customer. Cellcro is a durable silicon cell phone case with the soft loop end of the Velcro strip manufactured on the back of the case. This cell phone case would be sold with a few strips of the hooks end of the Velcro. This would eliminate the need for bulky cell phone case clips with an added use of convince based on the customer needs. This case would be manufactured in a few select colors including but not exclusive to black, blue, pink, yellow and green.

Price

Price is a major thing to consider considering that this market is highly competitive and it is also the part of the marketing mix that can be quickly altered. Consumers directly relate quality to price. In order to be competitive we would have to position ourselves in a competitive price range in order to maximize profits. Cellro would like to emphasize quality, convince and affordability aspect of our product.  Our positioning is between the lower quality cell phone cases and the higher quality cell phone cases. This would place Cellcro in the $15 to $20 range.

Place

Decisions on distribution channels will be zero-level channels and one level channels. With our limited resources we would be limited to mall kiosks, an online website and perhaps few select retailers. We would want to position ourselves as an easily accessible...