Dell was established in 1984 while The Honest Company was established in 2009. Dell operates in the technology industry where it provides products such as laptops and software solutions. The Honest Company, on the other hand, operates in the baby products industry where it sells products such as diapers. The two companies target their customers in two distinct ways. Dell targets young customers who are known to love innovative products. Each year, the company introduces an innovative product to the industry which has often been received well by its young consumers. The Honest Company, on the other hand, targets mothers of infants by providing them with products that are meant to take care of their young ones. One of the most recent products introduced by Dell to the market is the XPS laptop while The Honest Company has diapers.
Market Positioning Matrix
According to Mullen and Johnson (2013) the market space position reveals the positions of brands relative to one another. In order to determine the market space of XPS laptop and the diapers, it is important to draw a positioning matrix.
Social Media
The XPS laptop and the diapers both have social media presence through the platform provided by their companies. For example, Dell markets the XPS laptop through its social media accounts on platforms such as Facebook, Twitter and Instagram. For example, when the XPS laptop was being laptop was being launched, Dell created a video that was aimed at informing the consumers of the innovative aspects on the new arrival. The diapers by The Honest Company are also advertised on social media. For example, the company often releases constructive updates on the products; how it is eco-friendly and easily disposable.
The rationale for using social media for both the XPS laptop and the diapers is based on the notion of the benefits a company accrues. The first benefit that Dell and The Honest Company realise through the presence of their products on social media is the cost effective nature. Moreover, social media provides the companies with a chance respond to customer feedback about the products instantly. Additionally, the two companies are able to reach a wider base of consumers (Tuten & Solomon, 2014).
The social media campaigns by both companies are targeting the market the market segments of young people and mothers respectively. The social media campaign documents the views of young people and why they love the laptop. These tailored messages enable other consumers in the market to realize the benefits that the laptop can offer them, and they may want to purchase the laptop too. The diapers, on the other hand also documents the views of mothers on the reasons they use the company’s diapers, and why other mothers should use the diapers too.
References
Mullen, B. & Johnson, C. (2013). The Psychology of Consumer Behavior. Hoboken: Taylor and Francis.
Tuten, T. & Solomon, M. (2014). Social media marketing. Thousand Oaks: SAGE.
