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): |
- 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: [The Burger King company targets people aged between 18 and 35 years.]
Gender: [Prepared food is the main product offered by the Burger King company. Males are responsible for buying delicious foods for their families. Therefore, the Burger King company targets males as their potential customers]
Income Bracket: [The Burger King company targets both the middles class and upper middle class individuals]
Education Level: [Burger king company delivers their food products to the customers after the customers book the food products through online platform. The company targets customers who are in advanced level of education for the easy of online booking and online transactions]
Lifestyle: [Individuals who are busy in most of the tome of the day prefer to buy already cooked foods for dinner. Therefore, individuals with hectic lifestyle are target group for Burger King company]
Psychographics (Interest, Hobbies, Past-times): [Some individuals likes going out with their families for leisure during holidays. During the leisure time, these individuals can buy cooked foods from the Burger King company to enjoy their holidays as they relax.]
Values (What the customer values overall in life): [The customers have the chance to choose from a large variety of food. Customers who are open minded are suitable for the Burger King company because open minded customers are not restricted by some religious beliefs from consuming certain types of foods.]
Other items you would segment up on: [Soft drinks]
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?
[Burger Kind company uses television advertising method to reach its potential customers. The company should create Facebook accounts to advertise its products because there are million users of Facebook all over the world.]
What would grab the customers/users’ attention? Why do you think this will capture their attention?
[The company uses celebrities to advertise its products. “Eat like Andy” is a phrase used by the company during the television advertisements. The Phrase attracts customers’ attention because Warhol is a famous pop artist]
What do these target customers’ value from the business and its products? Why do you think they value these items?
[Burgers are valued by the customers Burger King company because they a delicious and prepared according to customers’ needs]
- Competitors
Who are the brand’s competitors? Provide at least 3 competitors and tell why you selected each competitor.
Competitor 1: [Cargill company. Cargill company is an American based company that have outlets in many parts of the world. The company supplies vegetable to customers. The Burger King company also sells vegetables; thus Cargill company is a great competitor in the food market.]
Competitor 2: [Sysco Corporation. The company cooks and distributes foods at hospitals, schools, and restaurants]
Competitor 3: [JBS company. The company sells cooked beef and poultry in Argentina and other parts of the world, hence posing a great challenge to the Burger King company that also sells cooked beef.]
What product category does the brand fit into? Why have you placed this brand into the product category that you did?
[Food products. The Burger Food company has specialized in cooked food products.]
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)?
[Food products are consumed by many customers. Customers have the privilege to compare food products from different food production companies before purchasing food products from the Burger Food company.]
- USP (Unique Selling Proposition) Creation
What is the brand’s uniqueness? Why do you think this is a key uniqueness for this business?
[The word Burger is in the brand name of the company. This is unique brand name because burger is one of the major products offered by the company.]
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 Burger King company allows customers to boo foods through online platform. The food is then delivered to the customers as fast as possible, which is a competing advantage over the other companies.]
What attributes or benefits does the brand have that dominate competitors? Why do you think they dominate?
[Use of online platform to allow customers to book food products. The feature ensures that customers get food products at their comfort places.]
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: [Burglar Kind Company has a good advertising strategy. The selling preposition used is “Eat like Andy”]
Defense of USP: [Andy is popular pop artist. The selling proposition is unique because it involves a well-known celebrity, which helps Burglar King company to attract many customers.]
- 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: [A brand that makes customers holidays and leisure times unforgettable by providing delicious cooked food.]
Defense of Positioning Statement Creation: [The statement captures the attention of customers who takes their families for outings during holidays, hence the statement helps in reaching potential customers.]
Newly Created Motto: [Eat at your comfort from Burglar King company.]
Defense of Motto Creation: [The motto reminds the customers that they can get food products at any geographic location by just booking the food using online platform.]