Assignment 1 Positioning Statement and Motto
Use the provided information, as well as your own research, to assess one (1) of the stated brands (Tesla, SmoothieKing, Suave, or Nintendo) by completing the questions below with an ORIGINAL response to each. At the end of the worksheet, be sure to develop a new ORIGINAL positioning statement and motto for the brand you selected. Submit the completed template in the Week 4 assignment submission link.
Name:
Professors Name:
Course Title:
Date:
Company/Brand Selected (Tesla, SmoothieKing, Suave or Nintendo):
1. Target Customers/Users
Who are the target customers for the company/brand? Make sure you tell why you selected each item that you did. (NOTE: DO NOT say ANY, ALL, EVERYONE you cannot target everyone, you must be specific)
Age Bracket: [Insert response-at least one to two good sentences)
Gender: [Insert response-at least one to two good sentences)
Income Bracket: [Insert response-at least one to two good sentences)
Education Level: [Insert response-at least one to two good sentences)
Lifestyle: [Insert response-at least one to two good sentences)
Psychographics (Interest, Hobbies, Past-times): [Insert response-at least one to two good sentences)
Values (What the customer values overall in life): [Insert response-at least one to two good sentences)
Other items you would segment up on (optional): [Insert response]
How does the company currently reach its customers/users? Look at the methods and media the company is currently using to reach the customers/users. What methods and media should the company use to currently reach the customers/users identified above? Why have you decided up on this suggestion?
[Insert response-at least 4 good sentences-addressing all questions]
What would grab the customers/users attention? Why do you think this will capture their attention?
[Insert response-at least 4 good sentences-addressing all questions]
What do these target customers value from the business and its products? Why do you think they value these items?
[Insert response-at least 4 good sentences-addressing all questions]
2. Competitors
Who are the brands competitors? Provide at least 3 competitors and tell why you selected each competitor.
Competitor 1: [Insert response] (Identify Competitor and provide at least a good sentence or two discussing why you chose business as a leading competitor.)
Competitor 2: [Insert response] [Insert response] (Identify Competitor and provide at least a good sentence or two discussing why you chose business as a leading competitor.)
Competitor 3: [Insert response] [Insert response] (Identify Competitor and provide at least a good sentence or two discussing why you chose business as a leading competitor.)
What product category does the brand fit into? Why have you placed this brand into the product category that you did?
[Insert response-at least 4 good sentences-addressing all questions]
What frame of reference (frame of mind) will customers use in making a choice to use/purchase this brand/service? What other brands/companies might customers compare this brand to (other than the top three identified above)?
[Insert response-at least 4 good sentences-addressing all questions]
3. USP (Unique Selling Proposition) Creation
What is the brands uniqueness? What makes the brand stand out with the customers? Why do you think this is a key uniqueness for this business?
[Insert response-at least 4 good sentences-addressing all questions]
What is the competitive advantage of the brand? What makes the brand stand out above its leading competitors? How is it different from other competing brands? Why do you consider this a competitive advantage?
[Insert response-at least 4 good sentences-addressing all questions
What attributes or benefits does the brand have that dominate competitors? What makes the businesss products stand out above the competing products? Why do you think they dominate?
[Insert response-at least 4 good sentences-addressing all questions
Using your analysis in the three questions above, create a new USP (Unique Selling Proposition for your business? Why have you decided upon this particular USP?
Newly Created Unique Selling Proposition: [Insert response]
Defense/Justification of USP (Why have you created this): [Insert response-at least two good sentences)
4. Positioning Statement & Motto
Develop a new positioning statement and motto for the brand you selected. Below is an example of BMWs positioning statement and motto. Discuss why you created the items that you did?
· BMW Positioning statement: The brand for discerning customers of sports cars (target customers) who want an exhilarating experience (USP).
· BMW Motto: BMW is the ultimate driving machine.
Newly Created Positioning Statement: [Insert response]
Defense/Justification of Positioning Statement Creation (Why have you created this): [Insert response-at least two good sentences)
Newly Created Motto: [Insert response]
Defense/ Justification of Motto Creation (Why have you created this): [Insert response-at least two good sentences)
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MKT 100 Assignment 2 1156 (5-15-2015) Page 1 of 3
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