Pick a brand you are interested in. Do not choose a big brand that offers different products in different product categories under one brand so that its competitors might differ by the category and positioning might vary across the categories. In this case, your evaluation might be complex. Despite that, if you want to work on this kind of brand, it will be good to select one product category that the brand serves and narrow your analysis to the brand in that specific market.
Answer the following questions about the brand.
Your Name:
Your chosen brand:
- Who are the brand’s target market? Be specific. Don’t ever say all the consumers or everybody, and so on. Even though a certain brand has been very successful enough to serve many different groups of consumers over time (e.g., like a household name in its category), the brand has a major target market on whom it focuses its marketing efforts.
- Who (which brands) are its major competitors?
- Compared to its major competitors, what are its main points of parity (POPs) and points of difference (PODs)?
- Have they defined their positioning correctly? How might it be improved?
- What can its positioning statement be? Please devise its positioning statement based on your positioning analysis. You can refer the material, “Bonus: Writing a positioning statement” uploaded in the Course Content folder.
Sample Solution