MKT100

 

Name:

Professor’s Name:

Course Title:

Date:

Company/Brand Selected (Jeep Cherokee, Amazon, or Google):

 

 

 

1. Target Customers/Users

 

Who are the target customers for the company/brand?

 

[Insert response]

 

 

 

How could/does the company reach its customers/users? What methods and media might and/or does the company use to reach the customers/users?

 

[Insert response]

 

 

 

What would grab the customers/users’ attention? Define the customers/users according to their demographics and psychographic information (e.g., age, gender, income, education, lifestyle, values, etc). How do they want to be perceived?

 

[Insert response]

 

 

 

What do these target customers’ value?

 

[Insert response]

 

 

 

2. Competitors

 

Who are the brand’s competitors?

 

[Insert response]

 

 

 

What product category does the brand fit into?

 

[Insert response]

 

 

 

What frame of reference will customers use in making a choice to use/purchase this brand/service? What other brands/companies might customers compare this brand to?

 

[Insert response]

 

 

 

3. USP (Unique Selling Proposition)

 

How is this brand/company better than its competitors? What is the brand’s USP (Unique Selling Proposition?

 

[Insert response]

 

 

 

What is the brand’s uniqueness?

 

[Insert response]

 

 

 

What is the competitive advantage of the brand? How is it different from other competing brands?

 

[Insert response]

 

 

 

Does the brand have any attributes or benefits that dominate competitors?

 

[Insert response]

 

 

 

4. Positioning Statement & Motto

 

Develop a new positioning statement and motto for the brand you selected. Below is an example of BMW’s positioning statement and motto.

 

·         BMW Positioning statement: The brand for discerning customers of sports cars (target customers) who want an exhilarating experience (USP).

 

·         BMW Motto: BMW is the ultimate driving machine.

 

[Insert response]

 

 

 

  • January 29, 2018
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