Use the provided information, as well as your own research, to assess one (1) of the stated brands (Jeep Cherokee, Amazon, or Google) 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 (Jeep Cherokee, Amazon, or Google):1. Target Customers/Users

Who are the target customers for the company/brand?

[REPLACE 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?

[REPLACE 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?

[REPLACE response]

What do these target customers’ value?

[REPLACE response]

2. Competitors

Who are the brand’s competitors?

[REPLACE response]

What product category does the brand fit into?

[REPLACE 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?

[REPLACE response]

3. USP (Unique Selling Proposition)

How is this brand/company better than its competitors? What is the brand’s USP (Unique Selling Proposition?

[REPLACE response]

What is the brand’s uniqueness?

[REPLACE response]

What is the competitive advantage of the brand? How is it different from other competing brands?

[REPLACE response]

Does the brand have any attributes or benefits that dominate competitors?

[REPLACE 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.

[REPLACE 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 2 of 2
 
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