Product Review Differentiation

The Product differentiation in the positioning strategy of ProActive that sets it apart from its competitors is its distinct reputation for effective and noticeable results, also accentuated by the positive endorsements given by various celebrities. This is part of the strategy of positioning ProActive on product attributes, on the basis of its blemish fighting performance. What to have in the words of P.diddy “silky smooth, cocca-butter skin?” How? Just ask Katie Rodan and Kathy Fields. Celebrity endorsement have been a popular promotional tool for ProActive, as using someone known and trusted gives consumers the impression they are more trustworthy and adds weight to their testimonials. Why use celebrities? Celebrity endorsement have been a popular promotional tool for ProActive, as using someone known and trusted gives consumers the impression they are more trustworthy and adds weight to their testimonials. Along with this today’s society has glorified and celebrities through the media and many people may look up to celebrities as idols or many be greatly influenced by what they purchase and in turn purchase similar things to be like them. An example of this would be using the teen sensation Justin Beiber in there testimonials using the influence of his targeted audience which largely consists of teen girls in which also fit’s ProActiv’s demographic. Other forms of promotion Other forms of promotion undertaken for ProActive include personal selling methods such as stalls in shopping centers and also through mass media advertising mainly through television. ProActive was founded by two Stanford university students while they were studying dermatology. The two dermatologists came about the idea while they were discussing how they want to improve skin tone, blemishes blackheads as well as whiteheads. Thus a 3 step system was designed to prevent acne and future breakouts on a daily basis.