Kotler & Keller (2016) define positioning as "the act of designing a company's offering and image to occupy a distinctive place in the minds of the target market" (p. 107).
marketing
Description
Week 3 – Establishing
a Brand Positioning
Kotler & Keller (2016) define positioning as "the
act of designing a company's offering and image to occupy a distinctive place
in the minds of the target market" (p. 107). Marketers spend most of their
advertising dollars communicating the brand position to their target customers
through various media sources. It is very important that research is conducted
to confirm that consumers think and feel the way marketers intend towards the
brand.
Read the brandchannel.com article, Driving Brand
Distinction: 5 Questions with Subaru US President Tom Doll
(http://www.brandchannel.com/2016/04/29/5-questions-subaru-042916/).
Doll is asked about a television spot depicting an older
woman with her granddaughter explaining where she met her husband (at
Woodstock). https://youtu.be/OQGe85oHbqs
The interviewer asks the question “is the Subaru brand limiting its audience by
the impression this ad creates.” He states that "our customers kind of led
us to this. And it's really a reflection of where we believe we want to make an
impact on the general society". He claims their customers have been called
"granola crunchers and tree huggers".
For this assignment, you will write a paper to examine the
positioning of a brand in the market and the brand’s customer value
proposition.
Using Subaru, or a brand of your choice, conduct consumer
research within your circle of friends, family, and co-workers to determine the
effectiveness of the brand's positioning strategy and customer value proposition.
Describe how your consumers' responses are or are not consistent with the
brand's positioning strategy. In other words, if you asked about Subaru, did
you hear comments that are consistent with the "granola crunchers and tree
huggers" identification?
Ensure your paper incorporates the following:
- A three pages (not including cover page, table of contents, etc.)
- Double-spaced
lines
- 12-point
font size text
- APA
writing style
