Once we have selected the target market, we have to position our brand and product. In this way, in terms of:
- Branding Positioning:
TOMRA is clearly the international leader in the industry. As we can see in the next graph, it is by far the one with presence in more countries as well as with higher number of Reverse Vending Machines installed all over the world.
This is translated as one of the best competitive advantages of TOMRA, giving them credibility when approaching the customer (in our case, supermarkets).
In this sense, the brand positioning message will be based on the experience, knowledge and proven success that TOMRA has acquired throughout the global market over the years. TOMRA is green, TOMRA is transparent, TOMRA knows what to do and working with TOMRA is profitable both for the environment (emotional positioning) and for the business (functional positioning).
- Product Positioning:
Due to the fact in the Peruvian market there is no competition yet the aim for TOMRA is to be the first movers.
We will develop a distinctive, differentiating and value-based positioning concept based on the three pillars of the Value Proposition (link).
At the same time, since we want to enter the market selling our product only to Supermercados Peruanos SA (exclusivity contract from June 2014 to June 2015, assuming that we start negotiating on February 2014 and we close the deal on the last week of April 2014 -See Action Plan- ), we will therefore position our product as being exclusive to them. We will do this because our objective is to:
1) Use a conservative approach, initially getting to know how Peruvian market reacts to the introduction of the Reverse Vending Machines.
2) If successful, we expect to create a "pull" demand effect (they come to us, instead of us going to them). We aim to create a need for the potential customers by positioning Reverse Vending Machines as a powerful marketing tool for everyone who want to improve their brand image (CSR, enviromental awareness, innovative, etc.) as well as add a new revenue stream to their business (e.g. selling the spaces on the machines to other companies advertisement).
Branding / Positioning