Week 4 Assignment: Positioning Statement and Motto

Use the provided information, as well as your own research, to assess one of the stated brands (Ferrari, NutriSystem, The Childrens Place Clothing or Beats by Dr. Dre) by completing the questions below with an original response to each. At the end, be sure to develop a new original positioning statement and motto for the brand you selected.

a. Who are the target customers for the company or brand? Make sure you tell why you selected each item that you did. (Note: DO NOT say any, all, everyone or similar. You cannot target everyone, you must be specific.)

Age Bracket:

Gender:

Income Bracket:

Education Level:

Lifestyle:

Psychographics (Interest, Hobbies, Pastimes):

b. Values (What the customer values overall in life):

c. Other items you would segment up on :

d. 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 you decided up on this suggestion?

e. What would grab the customers/users attention? Why do you think this will capture their attention?

f. What do these target customers value from the business and its products? Why do you think they value these items?

g. Who are the brands competitors? Provide at least three competitors and tell why you selected each.

1. Competitor 1: (Identify this competitor and provide at least two good sentences addressing why you chose them as a leading competitor.)
2. Competitor 2: (Identify this competitor and provide at least two good sentences addressing why you chose them as a leading competitor.)
3. Competitor 3: (Identify this competitor and provide at least two good sentences addressing why you chose them as a leading competitor.)

h. What product category does the brand fit into? Why have you placed this brand into the product category that you did?

i. 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)?

j. What is the brands uniqueness? What makes the brand stand out with the customers? Why do you think this is a key uniqueness for this business?

k. 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 you consider this a competitive advantage?

l. What attributes or benefits does the brand have that dominate competitors? What makes the businesss products stand out above the competing products? Why do you think they dominate?

m. Using your analysis in the three questions above, create a new Unique Selling Proposition for your business. Why have you decided upon this particular USP?

n. Develop a new positioning statement and motto for the brand you selected.

i. Your Original Positioning Statement:

ii. Justification of this positioning statement (why have you created it?):

iii. Your Original Motto:

iv. Justification of this motto (why have you created it?):

Someone kindly assist me in that week 4 project