Marketing Report: Positioning Strategy for Chanel Ketchup

This report provides a comprehensive analysis of the positioning strategy for Chanel Ketchup, focusing on two distinct consumer segments: foodies and health-conscious individuals. The report begins by establishing the target market as women aged 30-35 and identifies key motivating factors for purchasing ketchup. For foodies, the report emphasizes value creation through quality and pricing, suggesting strategies such as using fresh, locally sourced tomatoes and competitive pricing to appeal to this segment. For health-conscious consumers, the report proposes highlighting the ketchup's healthy attributes, such as locally sourced tomatoes and vitamin C content, to attract those prioritizing nutritional value. The report references academic sources to support its strategic recommendations and concludes with a clear outline of how Chanel Ketchup can effectively communicate its benefits to each target group. The report also includes the assignment brief, providing context on the Integrated Marketing Communication (IMC) campaign, including the target audience, media strategy, and creative strategy elements. The report aims to provide a good understanding of the marketing landscape and the steps needed to create a successful product positioning strategy.

Running head: POSITIONING STRATEGY
Positioning Strategy for Chanel Ketchup
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1POSITIONING STRATEGY
Table of Contents
Positioning strategy for Chanel ketchup:.........................................................................................2
For foodies:..................................................................................................................................2
For the health conscious:.............................................................................................................3
References........................................................................................................................................4

2POSITIONING STRATEGY
Positioning strategy for Chanel ketchup:
"Chanel Ketchup" redefines an international taste through its richness and quality. It is
absolutely being made keeping in mind that different people have distinguished reasons to buy
ketchup. Since women aged 30-35 years are the target market, Chanel will consider on few
motivating factors to encourage the purchasing. These factors include being foodies and health
conscious of selecting a food product.
For foodies:
Consumers have other that Chanel ketchup brands to select their choice of ketchup.
Hence, value creation with this ketchup brand will be the primary focus of the positioning
strategy. Values will be created through the quality and pricing. A suggested example of a
positioning strategy targeting women who are foodies is as under (Butt, Kumar and Kumar
2017):
 Chanel Ketchup should be a worth buy for its target consumer segment as it uses fresh
and locally sourced tomatoes to not just give a healthy ketchup option to its customers
but also help the local farmers through working closely with them.
 Pricing of the product is one of its USPs that makes it a unique buying option. Pricing
could be a concern for the target customer segment of Chanel. It is because women are
very concerned with their choice of foods. They purchase goods only those that are
affordable and are the quality products.
 Those who are foodies and are fond of using a variety of things to add taste to their foods
they should be benefitted from Chanel Ketchup. Chanel Ketchup is both cost-effective

3POSITIONING STRATEGY
and highly tasteful. It fits easily into the budget and adds more attraction to the daily meal
such as breakfast, lunch and dinner.
For the health conscious:
This is a segment of consumers who are very selective with their foods as they are very
health conscious. Each and everything that they select from vegetables and fruits to ready-to-eat
foods they look for the nutritional aspects of their selection. Price is not a concern for them if
they are getting values for it. A suggested positioning for health-conscious women could be as
follows (Zhao, Libaers & Song, 2015):
 There are many kinds of ketchup that claim to be healthy; however, Chanel Ketchup is
the one, which is truly local and a healthy option for the ketchup lovers.
 Chanel Ketchup promises to add taste to the foods while fitting easily into the pocket. It
uses the locally grown tomatoes and hence, are fresh and healthy.
 Tomatoes are a good resource to facilitate the development of Vitamin ‘C’ into the body.
With Chanel Ketchup this will become easier to generate as much Vitamin ‘C’ as it is
required. Chanel Ketchup fits easily on the dinner table and does not also occupy too
much of a space. Despite having such an ordinary appearance it delivers solid benefits to
customers. It is rich in Vitamin ‘C’ and is highly tasteful as well.
This positioning strategy should work considering that it communicates the essential benefits
of Chanel Ketchup and clearly defines what will be offered to them.

4POSITIONING STRATEGY
References
Butt, I., Kumar, U. and Kumar, V., 2017. An Empirical Investigation of Factors Influencing the
Development of Positioning Strategy. Procedia computer science, 122, pp.629-633.
Zhao, Y. L., Libaers, D., & Song, M. (2015). First product success: a mediated moderating
model of resources, founding team startup experience, and product‐positioning strategy. Journal
of product innovation management, 32(3), 441-458.