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ISBPM Assignment 4.2

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11 views

ISBPM Assignment 4.2

Uploaded by

deepu deeps
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Required Assignment 4.

2: Understanding Disruptive Positioning Strategies

<Pradeepthi Avadhanula>

Suggested time: 90 minutes

Product Category

The product category is household cleaning. The key market share holders of this product are Vim, Pril,
Exo etc. In the rapid advancement of the world, the household cleaning items are also getting emerged.
There is a growing need for consumer well-being, such as Health and Hygiene and eco- friendly
environments, which help the customer in sustainable cleanliness. Also, the types of the household
cleaning items that are in the current market are soaps, liquids and Round bars with compositions of
Lime, Tamarind, Pudina fresh, Neem clean etc.

Brief Overview of the Product:

The product that I have chosen is from an already existing company, Pril which holds 50% of the
premium household product market share. Pril Pods can be the latest innovation from Pril
dishwashing product, which is designed for consumers who are Health, time and Environment
conscious

Good Positioning Option

For the Pril Pods, the compelling positioning strategy option would be to market it as "Clean Dishes,
cleaner planet -Powerful Performance with less water.

The key features of the Pril Pods are mentioned below.


1. Space consumption
2. Leak proof
3. Affordability
4. Travel Friendly
5. Flight safe
6. Eco friendly and sustainability
7. Health and Hygiene

The Pril Pods falls under reverse positioning for the following reasons:.
1. Ruling out the existing features that are existing in the market and adding new premium features to
the existing product that the product has established in the market in the current case of Pril Pods
ruling out the harmful chemicals and adding more sustainable dissolvent that keeps this product in
Reverse Positioning.
2. As the company (Pril) already has reached its product sales apex and the introduction of the Pril
Pods would increase in the introduction of a new S-Curve for the household cleaning market.

Product Management Page 1


3. With the growing need for Sustainability and Hygiene consumers will be able to accept the Pril Pods
as a revamped cleaning Pal, along with innovative formula and eco-friendly packaging.
4. The Travel ready aura of the Pods is also something that goes with the market trend and will also
help in sales.

Rationale for Chosen Position

1. Expediency: In the ever-growing smart world, this pre measured tablets(Pods) eliminate the need for
measuring and pouring making the dishwashing process quicker and easier.

2.Through Cleaning: These Pril Pods are encapsulated to tackle food residues, smell, providing
thorough clean and sparkling results

3.Adaptability: Pril Dishwashing Pods are effective across a range of dishwashing tasks, from glassware
to cookware, making them as versatile choice for various kitchen cleaning needs.

4. Focus on User Experience: The Pril Pods packing and feel would be a portable appearance, which
would impress customers. This targets the customers who admire sustainable environment and design.
This unique design attracts customers from all demographics, as the travel go products are a market
trend now.

5. Consistency: This Pods format ensures consistent dosing of ingredients, leading to uniform cleaning
performance and preventing overuse or wastage of the product.

6. Eco-friendly features: As this Pods are designed with environment friendly ingredients and Packaging
this appeals the eco-conscious consumers who prioritize sustainable and responsible product choices.

7.Value for Money: offering effective cleaning performance at competitive price, Pril dishwashing Pods
provide good value for money alluring to cost conscious consumers who does not want to compromise
on Hygiene and quality.

Product Management Page 2

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