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·         Due Week 4 and worth 175 points

 

In this assignment, you will create a Positioning Statement and Motto for one (1) of the following brands: Alfa Romeo, Google, or Amazon.com.

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, Option B, or Option C to view each available brand).

 

·         Option A

·         Option B

·         Option C

Alfa Romeo

General Brand Marketing

Reflected in the distinctive, fluid lines of an Alfa Romeo is the brand’s long sporting tradition.

Every model is a finely-engineered balance of style, performance, comfort and safety. As a result of the continuous innovation in the use of light-weight materials and advanced engine technologies, Alfa Romeo cars are best-in-class in combining operating efficiency with a level of performance and handling that all add up to pure driving emotion.

Amazon

Amazon’s Mission Statement
Amazon.com has had a clear focus and a solitary mission since it began. Founder Jeff Bezos has publicly referred to the Amazon.com mission statement as the guiding force behind his leadership decisions many times in the company’s 18-year history. It can be concluded that the success of Amazon.com as the top Internet retailing company in the world is due at least in part to their unwavering commitment to this mission and the daily execution of it. The mission and vision of Amazon.com is…

“Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”

Amazon’s 2001 Positioning Statement (when it almost exclusively sold books)
For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.

For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.

 

Google

Google’s Mission Statement
Google’s mission is to organize the world’s information and make it universally accessible and useful.

Google’s Motto
Don’t be evil. (
http://www.google.com/about/)

 

 

 

 

 

 

 

Use the provided information, as well as your own research, to assess one (1) of the stated brands (Alfa Romeo, 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 (Alfa Romeo, Amazon, or Google):

 

1. Target Customers/Users

Who are the target customers for the company/brand?

[Insert 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?

[Insert 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?

[Insert response]

 

What do these target customers’ value?

[Insert response]

 

2. Competitors

Who are the brand’s competitors?

[Insert response]

 

What product category does the brand fit into?

[Insert 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?

[Insert response]

 

3. USP (Unique Selling Proposition)

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

[Insert response]

 

What is the brand’s uniqueness?

[Insert response]

 

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

[Insert response]

 

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

[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.

·         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.

[Insert response]

 

 

 

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