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): Hewlett Packard|
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. (NOTE: DO NOT say “ANY, ALL, EVERYONE” you cannot target everyone, you must be specific)
Age Bracket: 12-90
Gender: Male and Female
Income Bracket: 20,000-1,000,000
Education Level: Middle School
Lifestyle: Tech savvy
Psychographics (Interest, Hobbies, Past-times): Using technology to do day to day tasks
Values (What the customer values overall in life): simplification by use of technology
Other items you would segment up on: printers,
How does the company currently reach its customers/users? What methods and media does the company use to currently reach the customers/users? What methods and media should the company use to currently reach the customers/users?
The company reaches its users through social media, and support pages on its website and apps they pre-install on the computers and laptops. Customers can also call them when they need support services
They mainly use the online platform to reach its customers.
The company is currently using the most efficient methods that are out there to reach its customers and potential customer.
What would grab the customers/users’ attention? Why do you think this will capture their attention?
Ads on poplar soccer matches would grab user’s attention. Product placement is also another way they could bring their products closer to the user’s eyes. I think this will capture their attention because many people are attentive during matches as they like supporting the teams they like and placing their products there would capture the attention of users. Product placement will capture the attention since many people would like to be associated with personalities that they like
What do these target customers’ value from the business and its products? Why do you think they value these items?
The target customers value their work being done on an easier and faster way so that they can have more time to spare watching their favorite team play. They also value them since they can track their team’s performance in real time whenever they are not around to watch on time.
Who are the brand’s competitors? Provide at least 3 competitors and tell why you selected each competitor.
Competitor 1: Dell
Competitor 2: Acer
Competitor 3: Lenovo
What product category does the brand fit into? Why have you placed this brand into the product category that you did?
The brand fits in the technology product category. It fit in this category because they offer products that are related to technology like laptops, tablets and smartphones.
What frame of reference (frame of mind) will customers use in making a choice to use/purchase this brand/service? What other brands/companies might customers compare this brand to (other than the top three identified above)?
Simplicity of workload, access to information and entertainment.
The customers might compare the brand to Apple since the make high end computers, laptops and smartphones that are of superior design.
3. USP (Unique Selling Proposition) Creation
What is the brand’s uniqueness? Why do you think this is a key uniqueness for this business?
The brand’s uniqueness is its quality compare to rivalling companies. HP has a renowned reputation at its products are long lasting rarely break down needing repairs. This is key uniqueness since people needs products that last and rarely breakdown. Compared to Apple laptops that have very many people complaining online about compromising on quality to get a better-looking device.
What is the competitive advantage of the brand? How is it different from other competing brands? Why do you consider this a competitive advantage?
The brand’s competitive advantage is its price in the computer and computer accessories compatibility sector. This will give it an edge over companies like Apple which have higher prices and emphasize of design rather than functionality. This is a competitive advantage since very many people are budget conscious and wouldn’t like to spend a lot in gadgets that need to be replaced in 5 years since technology moves fast.
What attributes or benefits does the brand have that dominate competitors? Why do you think they dominate?
The brand has an attribute of quality and reliability of their products compared to competition that sacrifices quality for looks. I think they dominate because people have loved them for this over a long time. Time has proved them right.
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: The unique selling proposition is its price.
Defense of USP: Th price of their devices are cheaper and reliable when compared to the competition. This makes it stands out when pitched with the competition.
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?
Newly Created Positioning Statement: Times do change and when they do, everyone deserves a quality computer without breaking their bank account.
- 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.
Defense of Positioning Statement Creation: This new position statement drives the point home that HP products are budget conscious and have categories for everyone. It also encourages people to move with time and upgrade whenever necessary.
Newly Created Motto: Computers for everyone
Defense of Motto Creation: Everyone needs a computer and HP has everything for everyone.
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.
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).
Click following link to download this document
MKT 100 Positioning Statement and Motto dvsc.docx