Positioning Brandstatement:- Toshiba brandacquire high level of technology and innovation in its products and serviceswith top quality which allows customers experience a brand benefit in whichthey feel modernized and updated according to trends and their needs. The brandofferings prices are of high relevance in relation to the target market.Toshiba is a global prominent brand. The brand is unique in its offerings andmost importantly the brand is highly experienced due to many years of operatingin electronics and technology field. 5.
0 Plan of Action In this section alist of actions will be demonstrated in order for Toshiba brand nourishes witha favorable positioning methods so it can be easily interpreted in the targetcustomer’s mind and also appear as an updated modernized brand that appeals tocustomers interests. – The first actionto be acquired by Toshiba brand is to operate according to the proactive marketorientation method to come up with a powerful value proposition for the brand. Theproactive market orientation indicates that the brand should focus on therecent market trends, attain updated information from the target market andalso have a clear future scope to adapt to any change in the market. (Peter & Donnelly, 2012) Following proactivemarket orientation method the brand should then emphasize on customer driveninnovation to attach and involve customers with the product or service of thebrand to generate empathy.
Two techniques ofmarket innovation will be represented for creating empathy to achieve apositive brand image, brand recognition and brand loyalty. Co-creation:- Is the concept ofcreating a product or service with the involvement of the target market. Involvingcustomers to participate in a creation of a product or service simplydemonstrates how the customer wants a specified offering should be designed andacquire certain aspects. This creative concept will give a positive feedback tothe brand. (Ramaswamy, 2012) For example, inthe making of the new Toshiba’s “satellite radius laptop”The brand should involvetheir customers in creating a new modified design for the laptop.
This can bemonitored by the brand in which the brand can create a campaign in its websitestating that there is a new promotion for creating your own design of laptopsfor the first time. The campaign can be named “NOW IT’S YOUR TURN” and theoffer can be limited for a specified time and also a limited amount of laptopsto be produced accordingly. By applying the mentioned co-creation marketing campaigncurrent customers, potential customers and other brand users will be highlysurprised with this innovative idea, as customers always tend to favor customizationaccording to their preference. Guerrilla marketing:- It’s a modernizedadvertisement strategy that seeks to involve customers to be part of a memorableexperience. (Levinson, 2007)The concept ofthis activity creates high level of brand recognition and also creates empathyas customers will be astonished by the creativity of the concept which willmake customers experience something out of the norm in an appreciative way.
Coca cola aglobal brand with high value once introduced guerrilla marketing in a campaign called”open happiness” in which the campaign resulted in an outstanding outcomes. Therefore,the concept has been used before and it shows that it is effective andfavorable to implement. For example,Toshiba can adopt this strategy by creating a campaign called “FUTURE IS HERE”.The campaign will be responsible for providing Toshiba’s home applianceproducts for top GPA university graduates worldwide. The students with high GPAwill have to apply for the “FUTURE IS HERE” campaign at Toshiba’s websiteposting their GPA grade and university details. 50 students will be selectedrandomly and will be checked for authenticity.
The lucky students will then be assembledto attend the honoring ceremony held at Toshiba headquarters to receive areward medal and also various Toshiba products for free. This example willset a high level of brand value towards customers as the campaign will leave potentialyoung customers with an unforgettable experience full of love and prosperity. Accordingly,the brand is focusing on its potential customers for the future and this impactwill currently and potentially increase the sales of the brand.
One indicator forthe mentioned activities to take be achieved and how it will result in favorableway is brand loyalty. Brand loyalty of Toshiba’sbrand will boost by attracting potential customers to buy Toshiba’s offeringsand gaining empathy from current customers by making them buy Toshiba’sproducts without hesitation. Brand loyalty from customers will also lead to apositive word of mouth towards the brand which will also help to introduce newcustomers to the brand. Moreover, the brand will maintain a unique positiveimage and therefore customers will then tend to believe any statement made byToshiba.