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Essay / Research Paper Abstract
A 4 page paper developing a positioning statement for this home appliance foundation brand. The paper concludes that Frigidaire should strive to retain and promote its image of quality and longevity. Its parent Electrolux needs to make Frigidaire more accessible, without placing it in the realm of the mass market. It needs to be positioned as an upgrade choice in new homes and as a step up in replacement choices, retaining its higher – but still accessible – price within its competitive range. Bibliography lists 5 sources.
Page Count:
4 pages (~225 words per page)
File: CC6_KSmktgFrigidaire.rtf
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Unformatted sample text from the term paper:
some Frigidaire marketing information on its website: "Since 1918, families have made Frigidaire(r) a trusted name in home appliances ... Frigidaire offers the products consumers have trusted for 85
years. We pride ourselves on Quality, Trust and Service" (Frigidaire, 2004). This is the type of statement that marketers make about many products;
the key difference with Frigidaire as the subject matter is that the statement is true. The purpose here is to assess Frigidaires positioning in its market. Long History
Years ago, all refrigerators - regardless of brand - were referred to in many areas of the country as the "frigidaire," and likely it
is from this brand name that we derive our slang word "fridge." This is the same identity progression that brought all packaged bandages to be known as Band-Aids(r), and
all tissues to be known as Kleenex(r). As marketers have worked to regain brand image for these other products, so have Frigidaires marketers sought to reclaim Frigidaires identity as
a distinct brand, rather than a generic term for all refrigerators. They have accomplished this purpose in part by promoting other kitchen appliances so that Frigidaire can offer a
"total kitchen" in the same way that its other upper mid-range competitors can. Market Segmentation and Targets Swedens Electrolux has owned the Frigidaire
brand for several years, and has committed not only to retaining the brand, but also promoting it as one of the pioneering brands in kitchen appliances. In 2002, Electrolux
began "a co-branding initiative that will eventually lead to a new premium appliance brand in the U.S." (Electrolux co-branded with Frigidaire, 2002; p. 12), the Professional Series. This series,
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