Weekly Case Study Discussion - Weight Watchers (500 words)
Using the Customer Analysis approach discussed in Week 4 topic (Keller (2013) Strategic Brand Management: Chapter 4),
- discuss the most important "job" a Weight Watchers product could do for its customers.
- based on your analysis, write a "brand positioning statement" for Weight Watchers using the template approach discussed in the topic video.
- identify a competitor of Weight Watchers. Which brand/business aspect this competitor is competing with Weight Watchers. Discuss Weight Watchers' and the competitor's PoPs and PoDs.
Weekly Case Study Discussion - Soft drink brands (500 words)
Use the competitive analysis approach discussed in Week 5 topic to
- compare and contrast Coca Cola's and Pepsi's attributes (unique, shared, irrelevant) within distinctiveness sub-dimension of the 3Cs model,
- identify another soft drink brand, and discuss the competitive landscape of Coca Cola, Pepsi and and the brand you have just identified in terms of their PoPs and PoDs.
- Assuming you are advising a new soft drink brand to enter the market competing directly with the three brands in question (2), identify a possible brand position for your new brand and write a positioning statement for it.
Sample Solution