Question

Identify current ads that fall into at least of the three PRODUCT-ORIENTED strategic approaches. Briefly explain your selections and why they fall into these categories.

Generic claim

Product Feature

USP (unique selling proposition)

Positioning

Answer 1

Generic Claim

The NIVEA body lotion

Advertisement of a Germany based brand "Nivea" for personal care products such as body lotions, face cream, hair products etc. can be said as an ad of generic claim.

The advertisement can be called to fall in this category of strategic approaches because the brand uses simple advertisement strategy , claiming the softening of skin, fairness and healthy skin as done by most of the other beauty product brands.

Product Feature:

i phone advertisements by Apple incorporation :

The advertisement used by apple brand can be called as the ad using product feature strategy. This is clearly reflected in their ads where they attract the customers through their amazing and mindboggling features like high mp camera, face recognition, battery backup , advanced memory etc.

They use their unique features for selling the product through advertisements.

USP

Domino's Pizza

The fast food brand domino's uses USP in attracting the customers and differentiating their products from its customers. The advertisement claims that the taste of pizza by domino's is completely different and mouth watering than the competitors. It uses perfect mixture of ingredients , soft crust , yummy toppings to lure the customers.

Moreover it uses strategy in advertising through using certain offers like attracting customers through making pizza available to your doorsteps in just 30 minutes otherwise free. It has been successful in driving a lot of customers towards itself.

Thus it uses USP to curb competition.

Apple products such as i pads , i phone, laptops etc can also be included in USP. They also differentiate their product from competitors through providing unique features not available in other gadgets.

Positioning:

Thumps up : Taste the thunder

This company engaged in the production of soft drinks uses a strategy of positioning the brand in the minds of customers through their action full ads where they attract their customers by giving a view that the product will lead them to some other place or make them strong or make them feel different etc. This strategy is used for brand positioning so that the product is seen as better than other products.

Dear student, hope that i explained well