And this would be the right positioning:
Headline: the pain terminator (TM), which is even more affirmative than a pain killer (but then the product should live up to its promise)
Coloring of the package: no blueish grey which makes you disappear completely into the shelves, but an agressibe red, orange, magenta (the complete and utter sod that designed the actual package should be sacked at once)
Product design: on/off switch is a nigthmare, the belt(?) by which you position the product is as flimsy and non-practical as flimsy or non-practical can be: completely flunked on design: how can management not see this ???????
Media: DRTV, which means it is marketed as a novelty item, completely undermining the credibility of the product. As said before, PR efforts are - in this initial stage, which is taking way too long- by far and large recommended.
Score of the management on the above 4 items: 0 out of 4.
Is my point clear ?
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