1)Read the transcript below. As you read the transcript, underline the values (attributes, consequences, and end-states) that you identify in the transcript

2)As you underline the values, start building your customer value map. You only need to create one customer value map for the entire transcript, which will look similar to the shampoo map from the video for Chapter 3. In the map, draw the connections between different values, as they are stated (explicitly or implicitly) in the transcript. Please draw the map and upload a picture.

(Orange Blossom)

Its a picture of a lady extremely relaxed and happy with a pleasant look on her face. She

appears to be floating on a large orange blossom that has dew on it. (How is this related

to your ideas about the taste experience of Juice?) Since it is a pleasant taste and

it brings a feeling of contentment, I would be very contented if I could float on a

beautiful, huge, luscious orange blossom. In fantasy, you know. (What would that feel

like?) It would feel extremely relaxed. (What would feel relaxing about it?) You

wouldnt have to swim; you could just float there. Feel the sun, feel the warmth of the

sun. Hear the gentle lap of the water. Touch the dew on the blossom with your hands.

(What would this give you? What would be? .?) Oh, a very pleasant, pleasurable feeling.

A relaxation, warmth, security, happiness. (I want to make sure I understand how that

connects with the taste experience of the Juice.) Because with Juice it

gives a feeling of a pleasant taste which I associate with feelings of warmth from the sun,

joy of nature, very strongly is that feeling of nature. (How should that work? Whats

involved in the sense of nature?) Well oranges are a natural product. Nothing synthetic

or artificial about them. They are a natural product, grown in a natural way in natural

sunlight. That, to me, is very important. (Why is that?) Well because its a part of nature

that is so beneficial to us. (Because it gives us?) Well it gives us good health, a feeling of

warmth, security, pleasantness, comfort, ease. She looks extremely relaxed and happy.

(How does the comfort tie into security?) Well the two emotions are closely related, I

believe. If you are feeling comfortable you are usually feeling secure. In fact, if you were

feeling comfortable you cannot feel hectic. Secure, I believe, its an opposite emotion.

(Anything else important about this picture as it relates to your thoughts about Minute

Maid?) Well to tell you the truth I like the orange color. (What does the orange color

do?) Reminds me of oranges, reminds me of orange juice, Juice orange juice.

(How does the taste of the Juice relate to the color? How is the color important

to you?) Well it really is. I think it really is. For example, if someone handed me a

purple orange in an experiment class and they handed me a purple orange I think there

would be a physiological effect. I probably wouldnt like it as well since I associate the

color orange with sunlight mostly. (So the color, Im still trying to make sure I

understand how the color relates to the experience of tasting it and enjoying it.) Yes, it

definitely does because. (Like what if it were blue or something?) I think it would be less

natural if it were blue. (Whats natural about an orange color?) Well because that is the

natural color of oranges when they are grown they come out orange, they dont come out

blue, they dont come out purple. They come out orange. (So the orange color of the

blossoms in this picture is significant here?) Yes, it reminds me of oranges. It reminds

me of sunlight. Sunlight is, you see the sun sometimes is orange with these gold and

yellow streaks. (The sun looks like?) Yes, I believe the color of the sun entails not just

orange, but also yellow, golden colors. (Does that blend of those colors relate at all to the

. . .?) I believe it does because gold is the color of sunlight and orange is also the color of

sunlight. As sunlight hits the orange its perfecting it as a natural product. (What does it

look like perfected?) Well its creating it. Its helping to create it. If you didnt have the

sunlight you probably wouldnt have a good crop of oranges. Youd have a crop failure.

(So the sun is important to help create the oranges?) Yes. (What might be an opposite

idea or sense, the idea of sense that you get from this picture here?) Restlessness.

(Whats restlessness feel like?) Restlessness feels like your jumpy. Its an irritating

feeling. A feeling of discontent and unease. Its restless. Frustration also, I believe.

(How does frustration tie in?) Well when your restless you are craving something you

dont have. And craving something you have, I believe, brings about a feeling of

frustration. (Is there any connection between this idea of frustration and the taste of

Juice?) Well the taste of Juice does not give you a feeling of frustration.

It gives the opposite feel. Theres nothing frustrating about it, I dont feel. (So its

frustrating when you crave something that you dont have?) Yes. (Can you give me an

example what that might?) If you were craving a fruit drink that has a pleasant natural

taste, I think that you get it in Juice. Say someone hands me a glass of sour

grapefruit juice. Its not going to be too pleasant. Its going to be a little frustrating.

(Because you would be craving something that?) A more natural, sweeter, not so acidy

taste. (Whats the acidy taste?) Thats a sour. Acidy, to me, is a sour, abrasive,

unpleasant taste. (Abrasive?) Yes, to me its almost abrasive on the mouth. My tastebuds

anyway. I would almost reject it immediately. I dont like acidy, sour tasting things.

(What would that taste of that unsweetened grapefruit say? What would it be saying to

your mouth?) Ugh. It would be saying ugh, Im unpleasant. Im a bitter taste. (What

might your mouth say back to it?) Oh, my mouth would say please leave immediately.

(Now lets say this grapefruit, this sour grapefruit taste could talk to the taste of Minute

Maid, what might they say to each other?) The grapefruit juice might say to the orange

juice, how can I be more like you? I want people to like me as much as they like you.

(What do you think the taste of the Juice might say back?) It might say well

sweeten up a little. (Whats the sweet taste like in Juice? Lots of things are sweet,

right?) Well its not too sweet though. Its not overly sweet. Its not lacking in

sweetness. Its just right, happy medium I would say. (Happy medium. What would be

something that would taste too sweet? When you say that the sour grapefruit juice is

lacking in sweetness.) Does it have to be a juice? (No.) Okay, too sweet would be, lets

see. There are many foods that I consider too sweet, Im trying to think of one. Yams

that were prepared with raisins and honey. I had that once and it was way too sweet. (So

the sour grapefruit juice is not sweet enough and the yams with the honey is too sweet.)

Much too sweet. (And the taste of the Juice is the happy medium?) It doesnt

strike that unbalanced flavor being too sweet, cloying or not sweet enough which is that

acidy sour taste. (So then balance here means?) Balance means good taste. Means good

comfort, good taste. Pleasing to the mouth. (You said what your mouth feels like when

you taste something like the sour grapefruit juice, thats not sweet enough. What does it

taste like to taste something thats like the yams with raisins and honey? Why is that

something youd like to avoid?) Well because its too much. Its cloying. (Whats

cloying?) Cloying is like a sicky sweet. Its almost sickening its so sweet. Its too

much. Its overdoing the sweetness flavor. (If there were an opposite sensation you said

it would be?) I think restless. (You said the restlessness would be the opposite of . . .)

Opposite of that picture. (What would be a good title that would sum up the theme of this

picture?) Asleep on an Orange Blossom.

(Heart)

Picture of a heart. Red heart on a white background. (How does it relate to your ideas

and thoughts about the taste experience of Juice?) Well the picture of the heart

has a caption; Theres More to Love. Since I love the taste of the orange juice I

associated it right away when I saw the picture. (Wheres the association?) You associate

the heart, that organ of the body, with love. We do in this country anyway. If you love

the taste of the orange juice then it brings to mind a picture. To me it brings to mind a

picture of a heart. Since the two are, its a synonym. Heart and love are synonymous. (So

the heart and love are synonymous and they are connected?) They are connected to the

taste of the orange juice. This is a taste I love. Its not a taste I hate, or abhor, or detest.

Its a taste I love. (So when you think about something that you love one image that comes

to mind is the image of the heart?) Thats right. (What other kind of images might you

associate with?) Since I also love nature, I would think of nature, pictures of nature,

scenes of nature, tranquil settings, peaceful outdoor settings. (What might be an opposite

idea or feeling?) Well of course the opposite of love is hate or detest. (What image might

express that?) An opposite image from the heart? Oh, that would be a skull and cross

bones. (Why would that be?) Well the skull and cross bones is an image of hate, fear,

danger, poison do not touch, do not drink. (What might be a good title or caption that

would sum up the theme of this picture?) The Heart of the World.

3)On the map, you will end up having multiple values and multiple links from attributes to consequences, and to end-states. Choose one of the links (a single one!) from the map that would allow a hypothetical brand to differentiate itself from others.

3.1. Explain why you think that link has high potential for brand differentiation.

3.2. For that link, discuss possible marketing actions related to:

3.2.1. Product development/modification.

3.2.2. Positioning

What value from the map would you use to position the brand in peoples minds? Would it be an attribute, consequence, or end-state? Why?

Create a positioning statement to support the positioning idea chosen for this hypothetical brand (remember the elements of a positioning statement; if you need a refresher on that, please see Chapter 3)

Create a positioning slogan to support the positioning above