High-Tech and High-Touch Product Positioning

Kevin Lawrence0801624

What is a high-touch product? Explain the difference between high-tech product positioning and high-touch product positioning. Illustrate what could be gained from positioning a product using both strategies?

Define high-touch products Define high tech productsState what is positioningExplain the difference between each type of productIllustrate the benefits that could be gained by

implementing both strategies

term coined by John Naisbitt in the early 1980s in his book "Megatrends". It refers to having to deal with or interact with a human being as opposed to having to deal with computers /machines

Consumers are generally energized by emotional motives

Appeal to senses more than intellect

Does not entail referring to an instruction manual

High tech is the most advanced technology currently available

There is no specific class of technology that is high tech — the definition shifts over time — so products hyped as high tech in 2010 would now be considered, low tech and somewhat obsolete now.

SophisticatedTechnologically complexMost times difficult to explain or understand

When shopping for them customers often have specialized needs or interests and rational buying motives

The process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization

Emphasis is placed on the products image ,specialized info appear minor.Products are linked with the joy or pleasure

found in “life's little moments”Example Nestle

adds showing friends chatting over a cup of coffee in a café , placing the product at the centre of everyday life (emotional appeal is understood worldwide)

This position can be enforced by careful selection of visual or verbal content

Appealing to senses, emotions and cupidity

Frequently established againstrecognized objective standardsperformance related attributesfeatures

Suitable for technical products, such as

ComputersCars

Creation of products that will satisfy buyers rational criteria while evoking an emotional response

Technologyapparel

Improved Aesthetics/Design

Make the customer experience more fun, more convenient, more engaging, and more frequent.

Bartle, J., Griffith, D. (2001), "Economic, social psychological and marketing models of voter behaviour compared", in O’Shaughnessy, N.J. (Eds),The Idea of Political Marketing, Praeger, .

William D. Perreault Applications in Basic Marketing (2004)

Grönroos, C. (1990), "Marketing re-defined", Management Decision, Vol. 28 No.8

Keegan,w . Green, M. Global Marketing, 5th edition

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