Question 1 Starbucks VS. Dunkin Donuts Positioning Statement:

To ___________________________ (Target Market),

Starbucks is a __________________ (Frame of Reference)

that offers _____________________ (What makes it distinctive)

To ___________________________ (Target Market),

Dunkin is a ______________ (Frame of Reference)

that offers______________________ (What makes it distinctive)

Question 2: Marketing actions must be coherent with your positioning. Based on your positioning, what kind of advertisement & consumer promotions would you run for Starbucks?

Question 3: What kind of advertisements & consumer promotions would you NOT run because it would be incoherent with the positioning?