question 1 is already solved

1.) (15 marks) Building on what you have learned in Assignment#1, you are going to develop your own sustainable clothing brand[1] that will target a particular segment of the market for sustainable clothing. This means that you will need to think of who your target consumer is. In this part of the assignment we are going to focus on the personality of a brand, i.e., the brand persona[2]. When we are developing our brands personality we base it on the description of an idealized or typical consumer in our target market. To help you get started in developing a clearer image of your brand and its personality, begin by filling in the blanks for the below statements. Once you have done this, write a one-paragraph description of your brands personality/ brand persona. Then, construct a small poster that illustrates your brands personality/brand persona and incorporates key points of your paragraph. Insert your paragraph and poster in this section of the assignment, labeling them clearly and carefully.

My brand personas name is ___Katrina___.

My brand personas gender is ___Female_____(female, male, other).

My brand personas age is _30 years _______ and is a member of the ___ Millennial ______ (Millennial, Generation X, etc.) generational group.

The highest level of education attained by my brand persona is Masters_______(high school, etc.).

My brand personas current occupation is ___social worker ___ (student, teacher, etc.).

My brand personas goal/dream occupation is __ecologist____ (school administrator, etc.).

My brand personas martial status is __Married____(single, divorced, etc.).

My brand persona has _no___ children.

My brand persona is _ sensitive _____(not very sensitive, sensitive or very sensitive) to price changes when making purchases.

My brand persona values __ environmental sustainability ______ (environmental sustainability, international trade, etc.) very highly and wants it to be part of her/his career.

My brand personas interests are _walking in nature_______ (reading, cycling, etc.).

2.) (10 marks) Now you know the personality of your brand a bit better. In one paragraph, describe your sustainable clothing brand and how it is different than other brands of sustainable clothing. The idea here is to show how you have differentiated your brand from existing brands.

3.) (5 marks) Using what you have developed about your brand so far, write a positioning statement for your sustainable clothing brand. As per our textbook, the statement should follow the form: To (target segment and need), our (brand) is (concept) that (point of difference). This is from pp. 179 -180 in our textbook where the authors discuss the positioning statement and also give nice examples for Gatorade and 7-Up both of which were discussed in our Teams sessions and the course reading assignments. Note that the goal is for your positioning statement to be only a maximum of one sentence.

4.) (10 marks) Now that you have your positioning statement, use it to construct a perceptual/positioning map which clearly shows how your sustainable clothing brand will be positioned in the target market against other sustainable clothing brands. One of your axis should be price but the other axis can be any attribute that you feel can be easily measured and is relevant. Note that the importance of a brand in the market is based on its relative market share. A brands relative market share can be illustrated by the size of its circle. In particular, the larger the share of the market controlled by a brand, the larger its circle in your positioning map. You will need to clearly label each brands circle. As your brand does not exist yet, you should represent its position by a clearly labelled dot. Pp. 184 - 186 of your textbook shows positioning maps for their examples of different ways to do this for Gatorade. Please note there are differences in what I am expecting in your perceptual/positioning map, and what your textbook is showing. As your positioning maps will reflect my above instructions, they will not look exactly like what is shown in your textbooks examples.

Note: Assignment 1 marketing segment was based on demographics and variable was income and the the base segmentation was geographic and the variable was continent

page 179 and 180 of book

Exhibit 6.10 Positioning Statement Elements A firm's positioning strategies must focus on the value a product or service offers the target consumer, or how it is better than competitors' products and services. When positioning against competitors, the objective is to play up how the brand being marketed provides the desired benefits better than those of competitors. Positioning strategies are realized by communicating particular messages (i.e., the positioning statement) in persuasive communications through different media. In Exhibit 6.10, we illustrate some elements of a positioning statement as follows: 1. target market 2. offering name or brand 3. product/service category or concept 4. unique point of difference/benefits Let's focus on a couple of well-known products-Gatorade and 7-Up-and their potential value propositions (brackets added to separate the components): - Gatorade: 23 For [athletes around the world] [Gatorade] is the [sports drink] that [represents the heart and soul of athleticism. Unlike water, it gives the fuel for working muscles, fluid for hydration, and electrolytes to help replace what is lost in sweat before, during, and after activity to get the most out of your body]. - 7-Up: 24 For [noncola consumers] [7-Up] is a [noncaffeinated soft drink] that [is light, refreshing, lemon-lime flavoured. Unlike colas, it has a crisp, clean, and refreshing taste]