Mkt 100 week 4 assignment 1 positioning statement and motto

  
MKT 100 Week 4 Assignment 1 Positioning Statement and Motto
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]

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