Workshop on Positioning of Britannia Tiger Biscuits

Q.1

• The company is considering this to be on the lines of Play station and Walkman. Hence, it has to undergo mass marketing to create the mass appeal in the US market.

Q.2

• The integrated marketing mix has to be used to market the product.

• The investment is going to be huge. But the majority of the investment is going to be one –off. For example, advertising.

• Other investments are going to be profit earners on their own, like merchandising, video games, movies etc.

Q.3

• There has to be a mix of soft features as well as functionalities

• Since the product is not picking up in the past three attempts, the emphasis on the functionality of the product is required.

• Though the product is going to be positioned as a pampered, loving pet; the functionalities are only going to add to the affection with the product

• Also, other companies are coming with functional robots; Sony has to be proactive rather than reactive in providing its product features.

Q.4

• Identity: - The appearance is the identity of the product, this should not be hampered.

• Existing customer base: - They will be affected if the appearance of the product is changed.

• Emotional Attachment: -Since the emphasis is on emotions, it does not matter if it is human like or a pet like.

• Animations: - The effects of animation should exist in the product, which this product already provides.

• Focus on functionalities: - More features