Jockey – Product Positioning Strategies
Synopsis
This Case Flyer enables an interesting debate on how product-focused positioning strategy would garner a sizeable competitive advantage. Page Industry’s (licensee and franchisee) Jockey brand continues to be a market leader in innerwear product category with its product-focused positioning strategies over the decades. Jockey’s product imagery is based on its unique positioning strategy leveraging its robust distributional network and integrated marketing communications. This strategy had sustained in the wake of its competitors resorting to stereotyping the innerwear segment as a seduction accessory or a celebrity endorsement. This case flyer derives some useful insights like Jockey’s valuable contribution in making the innerwear category to a more involved category with its variety product offerings. Does this positioning statement gel with the customers? Does this strategy help ensure sales conversions? Suitable for understanding the concept of how companies flourish in the reflected glory of unique product imagery/positioning, this case flyer questions the credibility of such strategies.
Prerequisite Conceptual Understanding and Before the Case Flyer Discussion in the Classroom
The participants were asked to read the topics given as mandatory readings at the end of the Case Flyer for them to participate effectively and to enrich the learning outcomes
Positioning and Setting
This Case Flyer can be used for ‘Consumer Behaviour’ course to illustrate the concept of ‘Consumer Imagery’ (in ‘Consumer Perception’ chapter) and how its uniqueness would sustain the brand equity in the long run.
Suggested Orchestration
During the Case Flyer Discussion in the Classroom
The discussion on the Case Flyer was conducted under three broad related topics [Exhibit (TN)-I]. The classroom analysis of the Case Flyer was carried out by discussing each of the questions of the case flyer. However, for each of the three sections, the discussion focussed on an ‘anchor point of discussion’............
Case Analysis
I. Innerwear Positioning Strategies, Positioning Platforms and Consumer Imagery
The session was started with a question posed to the participants/students, what is it that comes to their minds the moment they hear some of the brands mentioned in Exhibit I of the case flyer.
• There was mixed response on this question. Exhibit (TN)-II illustrates the discussion carried out in the classroom depicting various images they had in their minds regarding the brands. Each brand has an image in each customer’s mind and this ‘image’ largely depends on the positioning statement of the company. And this positioning statement therefore needs to be consistent. This ‘imagery’ also signifies at a very sublime level the brand values as can be seen in the following exercise:
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Later, the students were asked about what is consumer imagery. How is it influenced by positioning? Can positioning statements/strategies influence the consumer imagery? If yes can you give some examples?
• The discussion began by referring to some of the points mentioned in the chapter which was cited as mandatory reading
• Positioning in one sense is a desired state of mind and therefore the resultant image that a product has in the mind of the consumer signifies whether there’s any fitment between the desired positioning and delivered positioning. The marketer creates a distinctive product image in the mind of the consumer through effective positioning statement
• Students debated on the influence of positioning statements on the consumer imagery. They opined that positioning had a sizeable impact on consumer imagery. The outcome of the examples discussed to reinforce their stand is brought out in Exhibit (TN)-III
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Exhibits
Exhibit (TN)-I: Discussion Dashboard
Exhibit (TN)-II : Brands and Consumer Imagery
Exhibit (TN)-III : Positioning Influence on Consumer Imagery
Exhibit (TN)-IV : Positioning Themes of Various Innerwear Brands in India
Exhibit (TN)-V: Consumer Buying Involvement vs Extendable Product Features
Exhibit (TN)-VI: Just Jockeying - Campaign
Exhibit (TN)-VII: Jockey ‘s Positioning Strategy
Exhibit (TN) VIII: Jockey Introduces Shapewear
Exhibit (TN)-IX: Jockey’s Brand Appeal