While I do suffer from lower back pain, I am also aware that if is perhaps one of the most common ailments that prevails today. When one is afflicted by this problem, it becomes difficult to drive. A long drive typically leaves one feeling uncomfortable and what was meant to be a pleasure becomes a pain instead. However a tall car such as Wagon R, Santro or an SUV does not cause that much of a problem. I have always found driving my Santro a lot easier as compated to the Ford. A tall car thus solves a major problem. Surprisingly no marketeer has even thought of communicating this benefit. While one cannot adopt a thereupatic position like that of a medicine for a car is suppose to be all style and sexy. But intelligent and creative people together have mastered the art of creating an appropriate positioning by the laddering process. While the benefit gets communicated the style is not lost in the positioning effort. For example the car can be positioned in the following ways:-
1) For those who are action oriented
2) For utmost driving comfort
3) For those driven to exel
4) The car that cares
5) Feel the comfort
And the list can be extended to several other appropriate positioning platforms. These days very few postioning options are available and brands resort to some very creative and absurd positioning. How come this has not been actively communicated in an overcrowded market simply amazes me. I feel this one opportunity waiting to be lapped.
