Positioning and Tablet Computers
Sep 29th, 2010 by palimarrao
So, you have all loved and craved for the Apple iPad. And why not? This new extremely light, fast responding tablet computer is the path breaker in its product category.
The success of iPad is due to the popularity that Apple enjoys for its innovation and “cool” factor. Because they are the pioneers in this product category, they have a solid benefit positioning in the minds of the consumers.
However, soon competitors like Playbook from RIM came. But, entering a market where there is a powerful brand occupying the No1 position and hogging the entire target market for a long time, makes it difficult for the other brands to achieve a firm position in the consumers’ mind.
The successive brands bank on product differentiation and try fulfill the shortcomings of its predecessor. In short, the brands try to strengthen their points of parity, bettering them even, and start including and highlighting the various points of difference. Playbook for instance cleverly marketed the fact that it had cameras which the iPad lacked.
We the consumers tend to benefit in the face of tough competition like this: products are bettered to capture our attention and we walk out with the best deal 😉