The product is a sound thermostat, namely a system that mitigates the noise, coming from outside (e.g., traffic, construction works, loud conversations). The target market of the product is represented primarily by middle-aged adults, as well as senior citizens. The product will be positioned to the target market as ‘the best solution to cope with a non-stop street noise’, ‘a means to concentrate on work and not get disturbed when working’, as well as ‘the best tool for healthy sleep’. The advantage of the above positioning messages deals with emphasizing an issue (the lack of quiet environment) and offering a solution to it.
When designing a product differentiation strategy, it is important to underline the difference between the proposed system (primarily based on the application of flexible electronic sensors) and a traditional sound isolation system. The application of a traditional system of acoustic isolation, offered by AcoustiGuard (a leading Canadian producer of sound and vibration control tools) requires installing special tools to ensure soundproofing of walls, ceilings, pipes and ducts (AcoustiGuard, 2016). These tools tend not to be based on electronic solutions and, therefore, are far less flexible than the ‘sound thermostat’ under study. Similar refers to the multifaceted systems of sound and vibration controlled, elaborated by the Vibro-Acoustics (2016). While flexibility is the crucial feature of the noise control solution on offer, it is also important to use price differentiation. Since buying a single ‘sound thermostat is definitely easier and cheaper than installing a comprehensive noise protection system, savings of costs and efforts are to be underlined.
A right strategy of developing an image of its target market’s representative is an essential prerequisite for a company’s successful communication. While the online communication systems, offered by competitors (AcoustiGuard, Vibro-Acoustics) are rather impersonal and technology-oriented, it is suggested to pay more attention to make the communication strategy more customer-oriented. A typical customer, willing to buy a sound thermostat, is tired from hard intellectual work and would like to take some rest in silence after coming home from work. Emphasizing the importance of quiet environment for health and productive work, cost-effectiveness of its product and its flexibility, the company can also target corporate clients, offering them to install sound thermostats at the office.
Customers get a range of benefits related to the product’s positioning and differentiation. First, the development of customer-orientation and countering impersonality contribute to the quality of customer service and the fact that customers’ needs and wants are taken into consideration. In these regard, it is crucial to mention that the company’s development of an in-detail understanding of a customer image will help to make services tailored to the typical customers’ demands. As it was mentioned above, flexibility of a product on offer, ease of its application and low price (compared to the traditional systems of sound isolation) are the most important advantages of the system on offer.
When communicating potential and current customers, it is also crucial to underline the fact that there are no similar systems across Canada. Acoustic isolation means and tools tend to be quite costly and hard to use, whereas the ‘sound thermostat’ is a novel and flexible solution.
References
AcoustiGard (2016). Sound and vibration control. Retrieved 15 June 2016 from http://www.acoustiguard.com/
Vibro Acoustics (2016). RTU noise control solutions. Retrieved 15 June 2016 from http://www.vibro-acoustics.com/
