positioning statement and motto week 4

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Business Finance

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ONLY SELECT 1 BRAND!!!!! TEMPLATE ATTACHED BELOW

assignment 1

Positioning Statement and Motto

Due Week 4 and worth 175 points

Click here and for a step by step video tutorial on this assignment.

In this assignment, you will create a Positioning Statement and Motto for one (1) of the following brands: Alfa Romeo, Hewlett Packard, Subway, or Sony.

Select only one (1) brand. Use the information listed, as well as your own research, to assess the brand by completing the provided template. At the end of the template, be sure to develop what you believe would be a new or better positioning statement and motto for the brand.

Click here to download the required template.

Submit the completed template via the Assignment 1 submission link.

*Remember to only select one (1) brand from the options below (click on Option A, B, C, and D to view each available brand).



Chrysler in motion

Alfa Romeo

General Brand Marketing

Reflected in the distinctive, fluid lines of an Alfa Romeo is the brand's long sporting tradition.

Every model is a finely-engineered balance of style, performance, comfort and safety. As a result of the continuous innovation in the use of light-weight materials and advanced engine technologies, Alfa Romeo cars are best-in-class in combining operating efficiency with a level of performance and handling that all add up to pure driving emotion.

Amazon

Hewlett-Packard (HP)

HP's 2013 Mission Statement
"The HP Way", which states company's values and objectives.
Our vision is to create technology that makes life better for everyone, everywhere - every person, every organization, and every community around the globe. This motivates us - inspires us - to do what we do. To make what we make. To invent, and to reinvent. To engineer experiences that amaze. We won't stop pushing ahead, because you won't stop pushing ahead. You're reinventing how you work. How you play. How you live. With our technology, you'll reinvent your world.

Amazon

Subway

Subway's 2013 Mission Statement
"To provide the tools and knowledge to allow entrepreneurs to compete successfully in the Fast Food industry worldwide, by consistently offering value to consumers through providing great tasting food that is good for them and made the way they want it."

Subway's Vision
Our vision is to make our restaurants and operations as environmentally and socially responsible as possible.

Amazon

Sony

Sony's Vision Statement
With regard to its corporate vision, Sony states, "Our vision is to use our passion for technology, content and services to deliver kando, in ways that only Sony can." In this vision, emphasis is on the concept of kando. The following components are present in Sony Corporation's vision statement:

  1. Deliver kando
  2. Use our passion for technology, content and services
  3. Ways that only Sony can

Sony's Mission Statement
Sony's corporate mission is to be "a company that provides customers with kando – to move them emotionally – and inspires and fulfills their curiosity." The mission highlights the importance of kando and what it does for customers. Sony's mission statement has the following components:

  1. Provides customers with kando
  2. Inspires and fulfills their curiosity


Click here to view the grading rubric.

Unformatted Attachment Preview

Assignment 1 Positioning Statement and Motto Use the provided information, as well as your own research, to assess one (1) of the stated brands (Alfa Romeo Hewlett Packard, Subway, or Sony) by completing the questions below. At the end of the worksheet, be sure to develop a new positioning statement and motto for the brand you selected. Submit the completed template in the Week 4 assignment submission link. Name: Professor’s Name: Course Title: Date: Company/Brand Selected (Alfa Romeo Hewlett Packard, Subway, or Sony): 1. Target Customers/Users Who are the target customers for the company/brand? Make sure you tell why you selected each item that you did. Age Bracket: [Insert response] Gender: [Insert response] Income Bracket: [Insert response] Education Level: [Insert response] Lifestyles: [Insert response] Psychographics: [Insert response] Values: [Insert response] Other items you would segment up on: [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? Make sure you list the media type and why you think it will reach the customers. [Insert response] What would grab the customers/users’ attention? Why do you think this will capture their attention? [Insert response] © 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 100 Assignment 2 1156 (5-15-2015) Page 1 of 3 Assignment 1 Positioning Statement and Motto What do these target customers’ value? Why do you think they value these items? [Insert response] 2. Competitors Who are the brand’s competitors? Provide at least 3 competitors and tell why you selected each competitor. Competitor 1: [Insert response] Competitor 2: [Insert response] Competitor 3: [Insert response] What product category does the brand fit into? Why have you placed this brand into the product category that you did? [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? Why have you decided upon this particular USP? Unique Selling Proposition: [Insert response] What is the brand’s uniqueness? Why do you think this is a key uniqueness for this business? [Insert response] What is the competitive advantage of the brand? How is it different from other competing brands? Why do you consider this a competitive advantage? © 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 100 Assignment 2 1156 (5-15-2015) Page 2 of 3 Assignment 1 Positioning Statement and Motto [Insert response] What attributes or benefits does the brand have that dominate competitors? Why do you think they dominate? [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. Discuss why you created the items that you did? • 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] © 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 100 Assignment 2 1156 (5-15-2015) Page 3 of 3
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