Propose a New Positioning Strategy for Acl Product

New securities industry positioning for a in the altogether proceeds Introduction ACL Clean has been a productive product in the Hampshire and the company expanded into the Essex region Market. However sales were low and prevalent alive(predicate)ness was lacking. The company was using the studyity of its funds on the products inventory appendix and little on advertisement and product placement. This is the key performer in the poor sales in Essex because the public isnt aw atomic number 18 of ACL Clean and its benefits.In severalize to make ACL Clean a more successful and well known product, funds used for the product line extension need to be diverted to advertising in order run through with(predicate) a new positioning strategy in the Essex mart. The best path to implement a new positioning strategy would be through the marketing of ACL Clean to first time buyers of ashenup position equipment. In order to do this ACL Clean provide need to promote sales, advertise , and become established in the public. Background In January 1990, ABC unclotheup Ltd commissioned the cleaning equipment division.The cleaning equipment division expanded more by introducing new products. In the Hampshire argona, trenchant promotion has helped ACL clean become a success. Market cognisance is upwards of 80% and stain inscription is towering despite the high price. Advertising is used in the Hampshire for promotion. Ads prey general cleaning equipment owners because the market is segmented more according to benefits sought rather than any demographic such as age, gender, or income. The major media is television using commercials with a humorous approach stressing quality and safety.ACL clean then decided to endure on developing the product line, as well as growth into the Essex market. These line extension products were also offered in Essex as well as Hampshire, and there was no competition for ACL clean because other companies didnt assent into this n ew unknown category of cleaning equipment. Over 5 old age in the Essex market and sales are still low. The product is on hand(predicate) in most key outlets like Tesco, ASDA, Sainsbury, and also in little chains. There is little sales promotions, since the website for ACL clean is where the sales promotions are. But there is no cognisance of the site.The same pricing strategy is used in Essex as in the Hampshire, but ACL clean has not worked on justifying the constitute in consumers minds. Furthermore the product line extensions took the majority of the cypher leaving no funds for advertising. Without advertising there is no brand loyalty in Essex like in Hampshire. Too much has been nonplus into the product line extension and not enough into the positioning strategy. As a result there is weak positioning and low awareness of this product. Statement of Problems The main concern is that ACL clean has an ineffective positioning strategy in that one was never established for the Essex market.The product was introduced and the line extensions were added, all the same no effective marketing was done to target the market they were introducing the product into. The lack of establishing a new positioning strategy in Essex has stretch out to low product awareness, no brand loyalty and low sales. Also, no advertising has resulted in little product position in the consumers mind. Essex consumers are unaware of the product and its benefits because there have been no commercials or ads or promotion of any kind. Strategies Alternative 1 The current positioning strategy has no strengths and many weaknesses as demonstrated in the lack of sales.Therefore a new positioning strategy must be developed. A target market should be defined so that advertising, marketing and public dealing can be more focused and effective. ACL clean is a expectant product with high quality and safety, and with increasing health awareness and transmittance control campaigns by health autho rities people, are more addicted to clean their homes more often. So by targeting the first-time buyers in the market, ACL clean could be effectively promoted as a swell product to help households set up a healthy environment.This demographic is likely around the age of 25-35. principally people out of school, beginning a career or go more established, and are able to make a major secure like a cleaning equipment and want one that will uttermost them for as long as possible. Promoting ACL clean as the product that will achieve this will increase product awareness, create brand loyalty, and at last increase sales. However, as many first-time buyers have been using other cleaning equipment or have used other products related to car care, introducing ACL clean as a premium product will be a daunting task ecause there is already an established brand loyalty to other products, even though they are not as untroubled as ACL clean. With establishment of the original ACL clean produ ct in the market the opportunities of the line extensions are limitless. A enceinte way to promote ACL clean in the Essex market would be through public relations. A great strategy would be to sponsor an event such as a cleaning equipment show in Essex region. Alternative 2 Another effective means of marketing ACL clean to the Essex Region as a great product with quality safety benefits would be through alliance with healthcare companies and local authorities.Alternative 3 Advertising is the most obvious and effective weft to place ACL clean in the consumers mind, just as it has in the Hampshire. by TV commercials, magazine ads, and banners on web pages, the name and product entropy relation to ACL clean would be widely visible. Since TV is a major media source, having commercials that target the demographic of first-time buyers, would make the greatest impact for ACL clean. TV musca volitans during primetime TV on major Essex stations would be seen by millions of smashers. C reating commercials that are exciting and fresh of the special features of ACL clean will catch viewers interest.