Defense/Justification of Positioning Statement Creation

1. Target Customers/Users
Who are the target customers for the company/brand? Make sure to tell me why selected each item that did. (NOTE: DO NOT say “ANY, ALL, EVERYONE” cannot target everyone, 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 would segment upon (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 decided up on this suggestion?
[Insert response-at least FOUR good sentences-addressing all questions]
What would grab the customers/users’ attention? Why do think this will capture their attention?
[Insert response-at least FOUR good sentences-addressing all questions]
What do these target customers’ value from the business and its products? Why do think they value these items?
[Insert response-at least FOUR good sentences-addressing all questions]
2. Competitors
Who are the brand’s competitors? Provide at least 3 competitors and tell why selected each competitor.
Competitor 1: [Insert response] (Identify Competitor and provide at least a good sentence or two discussing why 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 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 chose business as a leading competitor.)
What product category does the brand fit into? Why have placed this brand into the product category that did?
[Insert response-at least FOUR 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 FOUR good sentences-addressing all questions]
3. USP (Unique Selling Proposition) Creation
What is the brand’s uniqueness? What makes the brand stand out with the customers? Why do think this is a key uniqueness for this business?
[Insert response-at least FOUR 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 consider this a competitive advantage?
[Insert response-at least FOUR good sentences-addressing all questions
What attributes or benefits does the brand have that dominate competitor? What makes the business’s products stand out above the competing products? Why do Think they dominate?
[Insert response-at least FOUR good sentences-addressing all questions
Using analysis in the three questions above, MAKE a new USP (Unique Selling Proposition for business? Why have Decided upon this particular USP?
Newly Unique Selling Proposition: [Insert response]
Defense/Justification of USP (Why have this): [Insert response-at least two good sentences)
4. Positioning Statement & Motto
Develop a new positioning statement and motto for the brand selected. Below is an example of BMW’s positioning statement and motto. Discuss why the items that 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 Positioning Statement: [Insert response]
Defense/Justification of Positioning Statement Creation (Why have this): [Insert response-at least two good sentences)
Newly Motto: [Insert response]
Defense/ Justification of Motto (Why have this): [Insert response-at least two good sentences)

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