Developing a new Positioning Statement and Motto for the Brand

QUESTION

 

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.

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. (NOTE: DO NOT say “ANY, ALL, EVERYONE” you cannot target everyone, you must be specific)

Age Bracket: [Insert response]

Gender: [Insert response]

Income Bracket: [Insert response]

Education Level: [Insert response]

Lifestyle: [Insert response]

Psychographics (Interest, Hobbies, Past-times): [Insert response]

Values (What the customer values overall in life): [Insert response]

Other items you would segment up on: [Insert response]

 

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?

[Insert response]

 

What would grab the customers/users’ attention? Why do you think this will capture their attention?

[Insert response]

 

What do these target customers’ value from the business and its products? 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 (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)?

[Insert response]

 

3. USP (Unique Selling Proposition) Creation

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?

[Insert response]

 

What attributes or benefits does the brand have that dominate competitors? Why do you think they dominate?

[Insert response]

 

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]

Defense of USP: [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.

Newly Created Positioning Statement: [Insert response]

Defense of Positioning Statement Creation: [Insert response]

Newly Created Motto: [Insert response]

Defense of Motto Creation: [Insert response]

 

ANSWER

 

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. (NOTE: DO NOT say “ANY, ALL, EVERYONE” you cannot target everyone, you must be specific)

Age Bracket: Young Jetters (24-35)

Gender: Male and Female

Income Bracket: $50000-$200000

Education Level: Graduate to Post Graduate

Lifestyle: People who want to move with the time and stay ahead of the curve and doesn’t wait for anyone

Psychographics (Interest, Hobbies, Past-times): Modernistic, Sitcoms, Sports and online shopping

Values (What the customer values overall in life): Independence, Time, Creativity

Other items you would segment up on: Buying behavior, Demographics (Urban dweller or Rural), Profession, Purpose (entertainment or business)

 

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?

TV Ads, Hoardings, Print ads, Ads on social media, influencers on popular platforms.

Personalized ads on digital assistants, more visibility in popular entertainment channels

 

What would grab the customers/users’ attention? Why do you think this will capture their attention?

HP has been very aggressive with their marketing campaigns in the recent years. Campaigns like meet the interns have garnered a lot of eyeballs. Considering how much the target segment is hooked on to the social media platforms, marketing there would produce a lot of positive reviews and responses. Also, the target segment is very agile in terms of their needs and similar strategy like that of Dell would help the company in increasing their sales.

 

What do these target customers’ value from the business and its products? Why do you think they value these items?

Considering the age and the salary of the target segment, longevity and durability along with performance holds a lot of importance for the consumers. HP wants to be the first laptop of every new user and build a relationship from there, for that a trust and delivery on the promises is a must.

 

2. Competitors

Who are the brand’s competitors? Provide at least 3 competitors and tell why you selected each competitor.

Competitor 1: Dell. Considering their strategy of made to order Dell provides a stiff competition to HP laptops

Competitor 2: Apple. With the availability of Macbook air, the Apple laptops are supremely affordable and complete the target segment’s aspirations.

Competitor 3: Lenovo. Lenovo is the fiercest competitor of HP considering its dominance in desktop industry. HP is trying to break ground in the desktop industry and Lenovo provides a great competition there.

 

What product category does the brand fit into? Why have you placed this brand into the product category that you did?

Laptops and printers are two categories that the brand is known across the globe. Their printers are the world leaders, hence the choice. Deloitte’s deal with HP has catapulted it into the big league of business laptops.

 

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)?

Hardware technology is the frame of reference for HP. IBM, Acer, Canon, Epson and Sony are some of the competitors that consumers consider before zeroing on HP

 

3. USP (Unique Selling Proposition) Creation

What is the brand’s uniqueness? Why do you think this is a key uniqueness for this business?

HP has a product for every hardware need and its presence along with Dell makes it an omnipresent brand. Technology brand are sold on their trust and longevity, which HP provides in abundance.

 

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 competitive advantage of HP is its product range as well as its sustainability in operations and supply chain. It is a world renowned fact that how HP takes its environmental footprint seriously and that makes HP a front runner. Just like made to order is Dell’s USP, sustainability and supply chain are HPs competitive advantage

 

What attributes or benefits does the brand have that dominate competitors? Why do you think they dominate?

A large network of franchise stores

Omnipresence

Sustainable operations

A wide range of hardware products

Complete computing solutions

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: Complete suite which fulfills every computing need.

Defense of USP: Every competitor that has been mentioned, makes a part of the wholesome computing experience, whereas HP provodes a complete package. From hardware to cloud, HP has it all.

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.

Newly Created Positioning Statement: For trend setters, HP computing solutions will provide cutting edge technology. HP computing solutions is known to build careers and stalwarts in the business world. Our technology hardware solution promises to provide the development you need to succeed in your career.

Defense of Positioning Statement Creation: HP’s computing solutions provide a wholesome package and bouquet of services that solve client’s problems and help users to navigate their career in their own direction.

Newly Created Motto: Compute like never before

Defense of Motto Creation: HP is the only company that provides, hardware, cloud and similar solutions. Hence the experience provided by HP is incomparable.