Objective: To understand how a marketer will use segmenting, targeting, and positioning to differentiate themselves to the consumer

Deliverable: Please submit via Canvas a one-page typed Word document that provides the following five items for your selected vehicle:

1. Using what you have learned about segmentation, list some of the shared characteristics of the prospective consumer for the vehicle. For example: age, gender, family life cycle, income, location, etc.

2. What do you think is the target market for the vehicle you selected? What is the personality profile that your brand is illustrating in their communications?

3. List the competitors positioning statements (choose two competitors to your selected vehicle)

4. Define your competitive advantage (what makes your vehicle different than the rest?)

5. Positioning statement for your automobile (what does the manufacturer want you to think of about this vehicle?):

Purpose: For this assignment you are going to choose a selected automobile and through its various communications, advertisements and websites, you will determine their target market process by defining their segmentation, targeting, and positioning.

As a tip for this this assignment you might want to go backwards by starting with item five and working back to item 1. You can use the figure 7.4 (Steps in Positioning) as a guide along with the details listed on page 250-251.

The best way to find a brand's positioning statement is to look at some of the print advertising, digital brochures, or brands web pages (see example in link below). Every word and picture you will see is painfully gone over by the brand and advertising agency to convey just the right message to a prospective consumer.

The common theme you see amongst multiple advertisements is likely their positioning statement. It should answer how the brand is different from the rest.