MARKETING MIX: PRODUCT

Objective:

● The overall objective with respect to this product is to help provide the most
health-supporting, high-quality home organisation tools to customers, as much
as possible within an affordable price range, in a sustainable way.
● This can also be described as achieving Top of Mind Awareness in the home
decor & organisation industry. Currently, this means being amongst names such
as IKEA and Home Depot.
● In doing so, it is hoped that customers are helped in achieving a better, more
healthy state of mind, in a way that is soothing. The betterment of the lives and
especially the mental/physical health of customers are at the core of this
product’s goals.
● Features that are encompassed within the term “high-quality” include durability,
sturdiness, attractiveness, sustainability, ease of installation, and use of natural
fabric.

Strategy:

Product Positioning (4):

● On the plane of quality, this product will be ranked high, but perhaps
lower than any luxury brands.
● On the plane of cost, this product will be ranked relatively low, but still
higher than the lowest-cost alternatives. In other words, it will be ranked
within the 50th percentile: a bit higher cost than average brands, on
account of its quality.
● In the quadrant positioning map format, this product would thus be
placed in the first quadrant, or in the top right section [marginally in the
high cost, far along in the high quality].
● The closest or most similarly-positioned product or company would likely
be a product from IKEA, as their low-cost and high-quality values, in
addition to their customer-life benefit dedication, is quite similar to this
product’s:

IKEA: “To create a better everyday life for the many people.”

Consistency with Objective (4):

● This product will be placed high in the quality sector, and this is consistent
with the goal of providing the best quality home organisation to
customers.
● This product will be priced lower than other high-quality alternatives,
fulfilling and staying consistent with the goal of providing the product
within an affordable price range.
 ● This product being placed high in the quality sector entails fair trade and
green practices, for example. This stays consistent with the goal of
sustainability / social good.
● This product being placed high in the quality sector also entails the use of
fabrics that do not harm the skin or become dirty quickly, for example.
This stays consistent with the goal of soothing customers health-wise.

Tactics:
A: Benefit Analysis

Product Description & Utility (4)

● This product [over-the-door organiser] is a versatile and efficient storage

solution designed to keep living spaces organised in a stylish, relaxing
manner. It does this by hanging storage compartments on doors, utilising
the unused space behind it.
● With sleek homely colour varieties and a minimalist design, it blends
seamlessly into room decor, providing ample storage and organisation.
● The colour varieties and other design aspects are based on psychological
research in order to calm and benefit the mental health of customers.
Physical health of customers are supported by use of high-quality
materials that will not pose falling and skin irritation hazards.
● The dimensions of the product are 49.3*13.0*5.2 inches. The hook
dimensions are 1.98*0.43*3.82 inches.
● Examples of its high-quality materials include its metal hooks, its
fibreglass tubes, its non-woven and knitted fabric, its mesh, and its visible
transparent polyvinyl chloride windows. The pockets are originally flat for
ease of folding, and come with boards that fit snugly at the bottom of
each pocket to give them a study, open-box-like appearance.

Feature-Benefit Analysis (10)

Feature Benefit Main Strategy Relevance

Patented Reinforced Handles structural stress Mental

Hooks without falling, baby or health-supporting
pet-safe, more storage Physical
supported. health-supporting
Quality-enhancing
Sustainable
Practice
Psychological-Research- Projected and scientific Mental
Backed Product Colour mental health support to health-supporting
Palettes, Shapes, and the customer. Physical
Windows health-supporting
Quality-enhancing
Sustainable
Practice

Removable Board Added durability, storage Mental

Support and Box System capacity, and health-supporting
attractiveness. Becomes Physical
easy to fold and health-supporting
transport to other areas. Quality-enhancing
Sustainable
Poses less of a hazard Practice
when transporting from
place to place.

Made Using Natural, Reduction of the carbon Mental

80% Recycled Materials footprint of customers, health-supporting
no skin irritation or Physical
fraying. health-supporting
Quality-enhancing
Sustainable
Practice

Two-Step Installation Becomes easy to install Mental

and less of a hassle to health-supporting
customers. User-friendly, Physical
cost-effective, and a health-supporting
reduced chance of Quality-enhancing
[dangerous or Sustainable
non-dangerous] error on Practice
their part.

Twelve Pocket, Mixed Added variety of pockets Mental

Mesh Design allows customers to health-supporting
store various types of Physical
items (cables, towels, health-supporting
power banks, etc.). Quality-enhancing
B: Positioning & Branding

Positioning Map & Explanation (2)

● The product was placed on this particular spot on the map because it
aligns with the details outlined in the Strategy: high in the positive value
on the quality axis, and a bit above the average cost / axis line in terms of
cost.
● It also shows its similarity to IKEA’s positioning, as this product and IKEA’s
products have similar cost-quality-value features, as described in Strategy.

Brand Name & Relevance to Positioning (4)

● The brand name of this product is HomeTide. It is the concatenation of

two distinct and carefully picked words, “Home” and “Tide.”
● “Home,” a purely informative part to distinguish that the product has to do
with home furniture, and “Tide,” to add on further, more abstract
meaning. The philosophy behind “Tide” is to bring the image of water
tides to the viewer’s mind. This is for two reasons: one, it is a calming but
 also elegant or luxurious image, and two, it signifies the level of impact
the brand hopes to achieve, as waves or tides are attributed to having a
big impact.
● One way this name supports the positioning strategy is by bringing
a calming and slightly luxurious image of tides to the viewer’s mind. This
supports the product and brand’s goal of soothing the mental/physical
health of customers. Mainly, however, it supports the desired high-quality
branding by attributing itself to a luxurious, lush-vacation-like image.
● Another way this name supports the positioning strategy is by
directly putting the nature of the product in the name, with “Home.” This
supports the goal of achieving specialisation quality in the home
furnishings industry.

Logo & Relevance to Positioning (4)

● This logo consists of the brand name, written in a Times New

Roman-esque font, in an ombre or gradient from white to an off, cyan
blue. The background is a navy blue rectangle, and the image logo is a
dark cyan blue circle with a white, wide H in the middle.
● There is both an image and a text part to this logo, as with most brands.
Another example of this type of two-part logo is Walmart’s logo: often
seen with the words “Walmart,” and other times only with the yellow star.
● One way this logo supports the positioning strategy is by using a
softer Times New Roman font. This font is associated with quality,
elegance, and maturity, supporting the goal of being seen as higher
quality.
● Another way this logo supports the positioning strategy is by using
monochromatic and simple designs. Monochromatic blues are associated
with coolness, freshness, serenity, depth, stability, and professionalism, all
qualities associated with a life of comfortable class, supporting its
 higher-quality positioning. Simple shapes and designs are seen as modern
and affordable, supporting its quality and cost image further.

Slogan, Effectiveness Explanation, & Relevance to Positioning (6)

● Slogan: “Make home better.”

● This slogan is short, catchy, and effective because it is simple,
action-oriented, emotionally appealing, universally relevant, rhythmically
structured, and flexible.
● It is simple because it is short and straightforward, consisting of three
words, making it easy to recall and resonate with. It is action-oriented
because it makes use of a verb, “make,” encouraging people to take an
active role in improving their living space. It is emotionally appealing
because “better” signifies positive progress and improvement, and,
inherently, “home” is an emotional word. It is universally relevant because
shelter or a sense of home is a basic human need, so the idea of making
it better is an idea that almost everyone can relate to, regardless of their
home improvement goals. It has a rhythmic structure because of the
repeated use of “m” in make and home, establishing a pleasant cadence.
Finally, it is flexible because making home better can be applied to many
different types of home products and services, meaning the brand can
take on more products and services with consistent slogan messaging all
the way.
● The first way this slogan is relevant to this brand’s high-quality, low-cost
positioning is by providing an aspirational appeal. It instils a sense of
confidence that the brand can make a difference in the quality of
consumers’ homes, a confidence that can logically be achieved with
high-quality research and material.
● The second way this slogan is relevant to this brand’s high-quality,
low-cost positioning is by putting an emphasis on improvement.This can
be interpreted as improving on solutions that other competitors offer,
signalling a relative high-quality.
● The third way this slogan is relevant to this brand’s high-quality, low-cost
positioning is by making a value proposition. "Make home better" does not
specifically mention cost, but it suggests an intention to provide added
value to customers. If the brand positions itself as offering high-quality
products or services at an affordable price, the slogan can be interpreted
as a promise to improve the home without excessive expenses. It
supports the idea of affordability, but still focuses on quality.
● The fourth way this slogan is relevant to this brand’s high-quality, low-cost
positioning is by establishing an emotional connection by associating the
brand with a sentimental word, “home,” communicating that it can help
consumers achieve their aspirations [quality] without lavish spending [lost
cost].
Marking Scheme
Component Mark
Objective is clear and concise /4
Strategy is clear and concise. Positioning is clear and relevant. Explanation of /4
positioning is consistent with goals of the company.
Strategy supports the objectives /4
/8
Product description and utility described with detail and clarity. /4
Feature benefit analysis is thorough and clear. Analysis supports the strategy. /10
/14
Positioning map demonstrates clear understanding and interpretation of /2
positioning.
Brand name is explained with clarity and is relevant to positioning. /4
Logo is creative and consistent with company image. Explanation of /4
effectiveness is clear and relevant.
Slogan is catchy, short and effective. /2
Explanation is clear and relevant to positioning. /4
/16
TOTAL /42