Personal computers, video and stereo equipment, and automobiles are examples of product categories where high-tech positioning has proven effective. Such products are frequently purchased on the basis of concrete product features, although image may also be important. Buyers typically already possess or wish to acquire considerable technical information High-tech products may be divided into three categories :- technical products, special-interest products,and demonstrable products.
Computers,chemicals,tires,and financial services are just a sample of the product categories whose buyers have specialized needs, require a great deal of product information and who share a common “language.” Computer buyers in Russia and the United states are equally knowledgeable about “486 microprocessors, 80-meg hard drives, and 8-meg of RAM.” Marketing communications for high-tech products should be informative and emphasize features.
While less technical and more leisure or recreation oriented, special-interest products also are characterized by a shared experience and high involvement among users. Fuji bicycles, Adidas sports equipment, and Canon cameras are examples of successful global special-interest products.
Well products that “speak for themselves” in advertising of features and benefits can also travel well. The polaroid instant camera is an example of a highly demonstratable and very successful global product.