Positioning and Differentiation Strategies
Product differentiation is the development or incorporation of attributes (such as benefits, price, quality, styling, service, etc.) that a product's intended customers perceive to be different and desirable (Business Dictionary, 2013). Toro is well known for developing battery-operated lawnmowers but battery-operated lawnmowers are not new to the market. Toro has taken steps to differentiate their products from all other lawnmower manufacturers by developing Scout, the automatic lawnmower. Automatic lawnmowers are not currently on the market; therefore, Toro is offering a product that is both different and potentially desirable to consumers.
One of Toro’s leading attributes is innovation. In working with customers, academic institutions and leading researchers, Toro’s Center for Advanced Turf Technology (CATT) has been influential in the area of robotics, hydrogen fuel cells, advanced battery technologies, precision irrigation and soil moisture sensing (Toro, 2013). With CATT’s advanced battery technologies, the group developed Toro's Greensmaster® eflex™ Lithium-ion. This battery allows consumers to mow their lawns more frequently without having to recharge the battery too often. Toro’s innovation allowed the company to develop a new product that is different from the lawnmowers in the current market.
Product positioning is a marketing technique intended to present products in the best possible light to different target audiences (Inc., 2013). Toro’s three product positioning strategies against their competitors are consumer convenience, consumer values, and consumer health. Scout is convenient to consumers because it allows the consumer freedom of time, reduces frustration from heat, and limits the continual purchase of gasoline. Consumer convenience leads to consumer values. Toro’s innovation and the convenience of Scout, will encourage consumers to continually purchase their products. Scout benefits consumer...