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Running head: MARKETING

1

Marketing
Students Name
Institutional Affiliation
Course
Date

MARKETING

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8a) What are the attributes and benefits suggested by your company’s brand?
Fit Fur Life recognizes that it is essential to establish and maintain a strong brand with
attributes that will portray its characteristics, and it should be relevant. Fit Fur Life brand meets
the consumer's expectations, and its features persuade the consumers to enroll in the facility. For
example, the dog gym offers programs that help in weight loss and extra services such as meal
plans (Indarto et al., 2018). Fit Fur Life is unique, and this persuades the customers to enroll in
the facility. Another attribute of the company’s brand is proper positioning. The extra services
offered benefit Fit Fur Life by ensuring an extensive customer recognition.
8b) identify your essential benefit. Will you stress one or more than one benefit in
positioning? Explain.
A strong brand ensured that Fit Fur Life could compete with other brands in the market.
The consumers recognized services offered by Fit Fur Life, which helped build a stronger brand
that could compete with others. Fit Fur will emphasize more than one benefit in its positioning as
it will increase its productivity. It will help it cope with competitive pressure and understand the
customer needs(Iyer et al., 2019). Proper positioning will create a reliable and efficient
communication channel between Fit Fur Life and the customers. It will also ensure that Fit Fur
Life shows their value by conveying the services we offer.
8c) What can your company do to support its brand image? (Since typically this could
be done with packaging for a product, yet this is a service)
Fit Fur Life understands that you must promote and support your brand if you want to
stand out in the business world. However, branding is challenging and requires proper planning
to successfully execute a brand(Shabir et al., 2017). Fit Fur is physically present as a brand, and

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everyone can see it since its location is easy to find. In support of this brand image, adverts will
be placed in positions that people can easily see. It will also feature in entrepreneur magazines to
appeal to people at an intellectual level. Lastly, Fit Fur Life will use social media to promote its
brands' image by sharing information and using promotional message sites.

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References
Indarto, E. W., Suroso, I., Sudaryanto, S., & Qomariah, N. (2018). the Effect of Brand Image and
Product Attributes on Customer Satisfaction and Customer Loyalty. Jurnal Aplikasi
Manajemen, 16(3), 457-466. https://jurnaljam.ub.ac.id/index.php/jam/article/view/1325
Iyer, P., Davari, A., Zolfagharian, M., & Paswan, A. (2019). Market orientation, positioning
strategy, and brand performance. Industrial Marketing Management, 81, 16-29.
https://www.emerald.com/insight/content/doi/10.1108/JPBM-08-2019
2530/full/Html?skipTracking=true
Shabbir, M. Q., Khan, A. A., & Khan, S. R. (2017). Brand loyalty brand image and brand equity:
the mediating role of brand awareness. International journal of innovation and applied
studies, 19(2), 416.
https://www.google.com/search?q=Shabbir%2C+M.+Q.%2C+Khan%2C+A.+A.%2C+%
26+Khan%2C+S.+R.+(2017).+Brand+loyalty+brand+image+and+brand+equity%3A+th
e+mediating+role+of+brand+awareness.+International+journal+of+innovation+and+appl
ied+studies%2C+19(2)%2C+416.&rlz=1C1CHBD_enKE930KE930&oq=Shabbir%2C+
M.+Q.%2C+Khan%2C+A.+A.%2C+%26+Khan%2C+S.+R.+(2017).


REPORT
by Brand Position

Submission date: 11-Feb-2021 07:08PM (UTC+0700)
Submission ID: 1507050871
File name: BRAND_POSITIONING.edited.docx (15.31K)
Word count: 474
Character count: 2953

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Running head: MARKETING

1

Marketing
Students Name
Institutional Affiliation
Course
Date

1

MARKETING

2

6a) Which of Porter's competitive strategies would you follow in formulating the overall
strategy? why?
Fit Furs Life's most effective potters’ competitive strategy is the differentiation strategy.
It is where the focus is on being different from other competitors. Fit Furs understands that a
diverse and wide range of services such as weight loss programs will attract more consumers. Fit
Furs first noted the current development and the benefits other competitors offer and the history
of their innovation, and the customer trends. The differentiation strategy makes it easier for the
management team to incorporate their outward thinking and creativity in marketing the dog gym
(Mekic & Mekic,2014). It also included new features such as healthy plans for the dogs, which
will help have more customers and increase its revenue. The differentiation strategy will help
build a community within a good customer base and increase their loyalty.
6b) Analyzing the consumer market, what cultural, social, and personal factors have the
most influence on your consumers? why?
They are various factors that influenced consumers. Firstly, we live in a society where
every individual has someone who affects them in multiple ways. For instance, most people who
enroll in dog gyms are referred to by friends who have used Fit Furs Life (Ramya&Ali,2016).
The feeding programs and obedience training attracted most consumers. It is also very
affordable, which encourages the consumers to enroll in Fit Fur since most of the individuals
around the facility are middle-class individuals. Furthermore, Fit Fur offered an extra service,
which is fun canine exercise sessions, which attracts more customers.
Also, cultural factors impact consumers. Fit Fur Life is located with the culture that
every household must own a dog, and most of its residents are millennials who are known to like

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dogs and put extra care like training them how to be obedient. (Rayma&Ali,2016). Lastly, the
personal factor that influenced the consumers is the strategic position of Fit Fur Life. Most
millennials preferred Fit Fur since it was near the shopping area, and when they bring their dogs,
they are confident the dogs are safe, therefore run their errands.
6c) What kind of marketing activities should your company plan to coincide with each
stage of the consumer buying process (for this service)? Explain
To coincide with each marketing stage of the consumer buying process, Fit Fur Life
developed activities that reach the target audience more quickly. For instance, content marketing,
where the consumer creates a problem before they enroll in the facility, and the consumer
perceive themselves differently, making an opportunity. Fit Fur Life uses Content marketing
where other consumers shared testimonies and facts about how the weight loss programs such as
fun canines exercise and how it improves their dog's health. It engages the potential client by
asking questions about their dogs, such as health. By this, they will realize that there is a need
that requires a solution.
Additionally, Fit Furs Life uses adverts through the web material to establish itself as a
brand and show the extra services it offers, such as a healthy meal plan, which excites the
consumers. Adverts will increase the facility's search ranking and assure the consumer that there
is security since the website will display its status. The increase in market credibility will push
Fit Fur Life to a better position than other competitor facilities (Oriji,2013). This kind of
marketing activity coincides with the information search buying process of a consumer. Once
they recognize that there is a problem in their dogs, they begin looking for a solution.

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Lastly, suppose the consumer is assessing the alternatives. In that case, Fit Fur Life will
have rates like the charges for each program on its website to help the customers compare rates
with other facilities, creating a trustworthy relationship with the customers. When the consumer
has decided to join Fit Fur Life, there will be a reminder of the services and ask for their opinions
about them, and in case of any problem, they will be addressed.

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References
Mekic, E.,&Mekic, E.(2014).Supports and critiques Porter's competitive strategy and
competitive advantage.
https://www.researchgate.net/publication/326026986_The_Relevance_of_Porter%27s_Fi
ve_Forces_in_Today%27s_Innovative_and_Changing_Business_Environment
Oriji, O . (2013).Major classic consumer buying behavior models: Implications for market
decision making. https://docplayer.net/20206385-Major-classic-consumer-buyingbehaviour-models-implications-for-marketing-decision-making.html
Ramya, N.,&Ali, M.(2016).Factors affecting consumer buying behavior.
https://www.researchgate.net/publication/316429866_Factors_affecting_consumer_buying_beha
vior

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the document by the title marketing is the previous work that i have corrected
Attached. Please let me know if you have any questions or need revisions.

Running head: MARKETING

1

Marketing
Students Name
Institutional Affiliation
Course
Date

1

MARKETING

2

6a) Which of Porter's competitive strategies would you follow in formulating the overall
strategy? why?
Fit Furs Life's most effective potters’ competitive strategy is the differentiation strategy.
It is where the focus is on being different from other competitors. Fit Furs understands that a
diverse and wide range of services such as weight loss programs will attract more consumers. Fit
Furs first noted the current development and the benefits other competitors offer and the history
of their innovation, and the customer trends. The differentiation strategy makes it easier for the
management team to incorporate their outward thinking and creativity in market. (“Michael
porters generic differentiation strategy explained,” N.d) New features such as healthy plans for
the dogs, which will help have more customers and increase its revenue. The differentiation
strategy will help build a community within a good customer base and increase their loyalty.
6b) Analyzing the consumer market, what cultural, social, and personal factors have the
most influence on your consumers? why?
They are various factors that influenced consumers. Firstly, we live in a society where
every individual has someone who affects them in multiple ways. For instance, most people who
enroll in dog gyms are referred to by friends who have used Fit Furs Life. The feeding programs
and obedience training attracted most consumers. It is also very affordable, which encourages
the consumers to enroll in Fit Fur since most of the individuals around the facility are middleclass individuals. Furthermore, Fit Fur offered an extra service, which is fun canine exercise
sessions, which attracts more customers.
Also, cultural factors impact consumers. Fit Fur Life is located with the culture that
every household must own a dog, and most of its residents are millennials who are known to like

2

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3

dogs and put extra care like training them how to be obedient. (“Factors affecting consumer
behavior,2016). Lastly, the personal factor that influenced the consumers is the strategic position
of Fi...