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3m Product Positioning Strategy

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PART B. DETERMINATION AND ANALYSIS OF MARKET POSITIONING STRATEGIES

As previously mentioned, this portion of the chapter consists of an effective presentation and interpretation of the product positioning strategies employed by the top-tier firms and manufacturers to capture international markets successfully.

Each firm’s positioning strategy has been explained through the employment of simple infographics that exemplify the trends of pricing and distribution of features. Additionally an attempt has been made by the author to predict and interpret the product positioning strategies of the manufacturers in diversified markets on the basis of the aforementioned trend evaluations.

III.B.i) Trend Analysis

III.B.i.a) JSP Limited

The trend …show more content…

As shown in the figure (Fig.III.B.i.c), the largest variation in selling price amounts to only 6.25% when cheapest and most expensive variants are compared. The only exception to this trend is G3000 Uvicator, which is an outlier in terms of 3M pricing strategy, with a price of 19 Euros per item. This difference in pricing of 60% exists due to two specialized facets of the helmet, as has been explained in the competitive product study (under part III.A.iii.c.3: Variant Analysis).

III.B.i.d) MSA Safety Inc.

The trend analysis of MSA Safety Inc. exhibits an augmenting relationship between the intensity of features (and consequently the average quality of the helmet), and its selling price. As shown in the figure (Fig.III.B.i.d), MSA places its equipment in a mid-low to medium pricing range (from about 9 to 19 Euros) as compared to competitors, and uses this low cost structure to entice consumers through two unique measures, as explained in the positioning strategies.

III.B.ii) Market Positioning Strategies …show more content…

This strategy is unique because rather than incurring losses in initial years through standard sale, the firms maintain their profits while building consumer confidence through policies of cost-cutting. Furthermore, as the firms are able to maintain their expansive sales measures without increasing the price of their products in the long run, they manage to capture even larger sections of the market than they would by following the first strategy

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