Assignment: Positioning Statement and Motto
Use the provided information, as well as your own research, to assess one of the stated brands (Alfa Romeo Hewlett Packard,Subway, or Sony) by completing the questions below. At the end of the worksheet, be sure to develop a new positioning statement and motto for the brand you selected.
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:
Gender:
Income Bracket:
Education Level:
Lifestyle:
Psychographics (Interest, Hobbies, Past-times):
Values (What the customer values overall in life):
Other items you would segment up on:
How does the company currently reach its customers/users? What methods and media does the company use to currently reach the customers/users? What methods and media should the company use to currently reach the customers/users?
What would grab the customers/users' attention? Why do you think this will capture their attention?
What do these target customers' value from the business and its products? Why do you think they value these items?
2. Competitors
Who are the brand's competitors? Provide at least 3 competitors and tell why you selected each competitor.
Competitor 1:
Competitor 2:
Competitor 3:
What product category does the brand fit into? Why have you placed this brand into the product category that you did?
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)?
3. USP (Unique Selling Proposition) Creation
What is the brand's uniqueness? Why do you think this is a key uniqueness for this business?
What is the competitive advantage of the brand? How is it different from other competing brands? Why do you consider this a competitive advantage?
What attributes or benefits does the brand have that dominate competitors? Why do you think they dominate?
How is this brand/company better than its competitors? What is the brand's USP (Unique Selling Proposition? Why have you decided upon this particular USP?
Unique Selling Proposition:
Defense of USP:
4. Positioning Statement & Motto
Develop a new positioning statement and motto for the brand you selected. Below is an example of BMW's 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:
Defense of Positioning Statement Creation:
Newly Created Motto:
Defense of Motto Creation:
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.