The specific course learning outcomes associated with this assignment are:
- Determine the marketing planning process, market segmentation, and the development of the key elements of a marketing strategy.
- Understand key concepts related to targeting customers and product positioning.
- Use technology and information resources to research issues in marketing.
- Write clearly and concisely about marketing using proper writing mechanics.
1. Target Customers/Users
Who are the target customers for the company/brand?
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?
What would grab the customers/usersâ€™ 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?
What do these target customersâ€™ value?
Who are the brandâ€™s competitors?
What product category does the brand fit into?
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?
3. USP (Unique Selling Proposition)
How is this brand/company better than its competitors? What is the brandâ€™s USP (Unique Selling Proposition?
What is the brandâ€™s uniqueness?
What is the competitive advantage of the brand? How is it different from other competing brands?
Does the brand have any attributes or benefits that dominate competitors?
4. Positioning Statement & Motto
Develop a new positioning statement and motto for the brand you selected. Below is an example of BMWâ€™s positioning statement and motto.
Â· BMW Positioning statement: The brand for discerning customers of sports cars (target customers) who want an exhilarating experience (USP).
Â· BMW Motto: BMW is the ultimate driving machine.
General Brand Marketing
Reflected in the distinctive, fluid lines of an Alfa Romeo is the brandâ€™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.
Amazonâ€™s Mission Statement
Amazon.com has had a clear focus and a solitary mission since it began. Founder JeffBezos has publicly referred to the Amazon.com mission statement as the guiding force behind his leadership decisions many times in the company’s 18-year history. It can be concluded that the success of Amazon.com as the top Internet retailing company in the world is due at least in part to their unwavering commitment to this mission and the daily execution of it. The mission and vision of Amazon.com is…
â€œOur vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.â€
Amazonâ€™s 2001 Positioning Statement (when it almost exclusively sold books)
For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.
Googleâ€™s Mission Statement
Googleâ€™s mission is to organize the worldâ€˜s information and make it universally accessible and useful.
Donâ€™t be evil. (http://www.google.com/about/)