Question Marketing Group Assignment Group project

Marketing Group Assignment

Group project

Positioning Map – Develop a positioning map that plots how your client and its most important competitors are positioned in the market.

Your positioning map should reflect how the firm is really seen in the marketplace on the most relevant positioning variables. In effect these positioning maps will visually display how your client’s products are differentiated from competitive products.

Write a paragraph or two overview that interprets these positioning maps. What do the maps suggest about how the firm is differentiated from its competition? Do the maps offer any insight into factors that represent points of difference? Points of parity?

Value Proposition: Write and support a Value Proposition of your client’s business. Limit your Value Proposition to a maximum of two points of difference and one point of parity (or less). Be sure to “connect the dots” between the positioning maps and the value proposition. (e.g. the points of difference you include in your Value Proposition should be reflected on your positioning map).

Module 4 Assignment

Chapter 8

3. Identify a couple of opportunities your organization could pursue for strengthening your brand equity.

Chapter 9

1. The book provides an example of the Customer-Value Hierarchy using a hotel. Provide an example of each of the levels using Lowe’s Home Improvement Stores

2. Which of the different types of differentiation are meaningful for describing your Organixzaton’s product strategy? (You can select any of the items listed under product differentiation, services differentiation or describe what your firm does with design differentiation).

4. Identify a product that would fit in each of the following stages of the product life cycle. 1) introduction, 2) Growth, 3) maturity, 4) decline.

Chapter 10

1. What are some of the factors that make services more difficult to evaluate than goods?

2. What product-support services does your organization offer? Comment on the extent to which these services represent a significant way your firm attempts to differentiate itself.

Lecture

(using a VA clinic as the organization)

Develop a positioning statement for your organization.

Support your choices for Frame, Point of Difference & Reason to Believe.

Use the format:

To (Target Market)(Brand Name)

is the (Frame of Reference)

That (Point of Difference/Value Proposition)

Because (Reason to believe)

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