Marketing success depends on developing a differentiated offering that addresses a need for one or more target markets, then positioning that offering effectively in the minds of target customers.

Choose one of the following product categories, then propose a way to differentiate and position the offering so that it will appeal to a specific target market:

1. A pencil
2. A bicycle
3. A hotel

NOTE: You may differentiate your offering in any way you wishcore product, added-value services, personnel, delivery channels, store atmosphere, imagebut be specific about the basis for your differentiation.

When describing how you would position the product, be clear about (a) who your target customers are, (b) the main alternatives they are likely to consider, (c) the distinctive value your product provides, and (d) the evidence you would provide to support your claim(s). Your product should be feasible to manufacture/offer and have genuine business potential.

For instance:

"My product idea is a non-toxic set of coloured pencils made from natural materials and infused with flavours that match the colour of the pencil.

The product would be targeted at people who have a compulsion to chew on the ends of pencils as they use thembasically older kids and some adults (I wouldn't target younger kids because of the choking risk). The main alternative for both groups are standard pencil crayons. Children might also opt for crayons and felt markers as alternatives. Adults might consider coloured pens as a secondary option.

My offering would offer two key benefits over these alternatives: First, the flavour would be amazing, making for a pleasurable sensory experience. And second, the risk of toxicity would be completely eliminated, which would be reassuring to anyone who chews the end of their pencil and has worried about safety.

My brand name for this one-of-a-kind genius idea? 'Chewsy Writers!' Brilliant, right? :-)"