Assessment and Positioning Statement for a Selected Brand (Ferrari, Nutrisystem, The Children’s Place Clothing, or Beats by Dr. Dre)

Assessment and Positioning Statement for a Selected Brand (Ferrari, Nutrisystem, The Children’s Place Clothing, or Beats by Dr. Dre)

Instructions:

Assessment and Positioning Statement for a Selected Brand (Ferrari, Nutrisystem, The Children’s Place Clothing, or Beats by Dr. Dre)

Use the provided information, as well as your own research, to assess one of the stated brands (Ferrari, Nutrisystem, The Children’s Place Clothing, or Beats by Dr. Dre) by completing the questions below with an original response to each. At the end of the worksheet, be sure to develop a new original positioning statement and motto for the brand you selected. Submit the completed template in the Week 4 assignment submission link.

Name:

Professor’s Name: Week 4 Assignment: Positioning Statement and Motto

Course Title:

Date:

Company/Brand Selected (Ferrari, NutriSystem, The Children’s Place Clothing or Beats by Dr. Dre):

Target Customers/Users

Who are the target customers for the company or brand? Make sure you tell why you selected each item that you did. (Note: DO NOT say “any, all, everyone” or similar. You cannot target everyone; you must be specific.)

Age Bracket: (Insert response of at least one or two good sentences.)

Gender: (Insert response of at least one or two good sentences.)

Income Bracket: (Insert response of at least one or two good sentences.)

Education Level: (Insert response of at least one or two good sentences.)

Lifestyle: (Insert response of at least one or two good sentences.)

Psychographics (Interests, Hobbies, Pastimes): (Insert response of at least one or two good sentences.)

Values (What the customer values overall in life): (Insert response of at least one or two good sentences.)

Other items you would segment up on (optional): (Insert response.)

How does the company currently reach its customers/users? Look at the methods and media the company is currently using to reach the customers/users. What methods and media should the company use to currently reach the customers/users identified above? Why have you decided upon this suggestion?

(Insert response of at least four good sentences addressing all questions.)

What would grab the customers/users’ attention? Why do you think this will capture their attention?

(Insert response of at least four good sentences addressing all questions.)

What do these target customers value from the business and its products? Why do you think they value these items?

(Insert response of at least four good sentences addressing all questions.)

Competitors

Who are the brand’s competitors? Provide at least three competitors and tell why you selected each. 

1. Competitor 1:(Identify this competitor and provide at least two good sentences addressing why you chose them as a leading competitor.)
2. Competitor 2:(Identify this competitor and provide at least two good sentences addressing why you chose them as a leading competitor.)
3. Competitor 3:(Identify this competitor and provide at least two good sentences addressing why you chose them as a leading competitor.)

What product category does the brand fit into? Why have you placed this brand into the product category that you did?

(Insert response of at least four good sentences addressing all questions.)

What frame of reference (frame of mind) will customers use in choosing to use/purchase this brand/service? What other brands/companies might customers compare this brand to (other than the top three identified above)?

Assessment and Positioning Statement for a Selected Brand (Ferrari, Nutrisystem, The Children’s Place Clothing, or Beats by Dr. Dre)

RUBRIC
Excellent Quality 95-100%	Introduction 45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.		Literature Support 91-84  points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.			Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score 50-85%	40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.		83-76  points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.			52-49  points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality 0-45%	37-1 points The background and/or significance are missing. No search history information is provided.		75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.			48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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