Assignment 1 Positioning Statement and MottoDue Week 4 and worth 175 pointsClick 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.Click here to download the required template.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).*The Brand I am selecting is SONY / Template is attached*SonySony’s Vision StatementWith regard to its corporate vision, Sony states, “Our vision is to use our passion for technology, content and services to deliver kando, in ways that only Sony can.” In this vision, emphasis is on the concept of kando. The following components are present in Sony Corporation’s vision statement:Deliver kandoUse our passion for technology, content and servicesWays that only Sony canSony’s Mission StatementSony’s corporate mission is to be “a company that provides customers with kando – to move them emotionally – and inspires and fulfills their curiosity.” The mission highlights the importance of kando and what it does for customers. Sony’s mission statement has the following components:Provides customers with kandoInspires and fulfills their curiosityUse 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/UsersWho 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. CompetitorsWho 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) CreationWhat 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 & MottoDevelop 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]
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Assignment 1
Positioning Statement and Motto
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: [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]
Assignment 1
Positioning Statement and Motto
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?
Assignment 1
Positioning Statement and Motto
[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]

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