Discuss teh below:
Group Positioning Exercise
• Create an associative network using assigned company.
• Identify the important attributes in that industry- why do people choose one brand versus another.
• What are the POPS (Points of parity) - look for all three types (category, correlational, competitive)
• Identify your brand's unique selling proposition - how is the product defined by consumers on important attributes? This would represent the brand's POD(s). Does this (do they) meet the three criteria for a POD?
Identify positioning strategy used in their ads.
• Write a positioning statement using the generic format: For (target market), (brand) is the (product category) that (benefit offered).
• Develop a brand mantra for the brand
• Develop a bull's eye diagram for your brand. (Doesn't have to be in the shape of a bull's eye -just identify the parts.