Positioning Statement and Motto (Essay Sample)

Use the provided information, as well as your own research, to assess one (1) of the stated brands (Alfa Romeo, Amazon, or Google) by completing the questions below. At the end of the worksheet, be sure to develop a new positioning statement and motto for the brand you selected. Submit the completed template in the Week 4 assignment submission link. Name: Professor's Name: Course Title: Date: Company/Brand Selected (Alfa Romeo, Amazon, or Google): Alfa Romeo 1. Target Customers/Users Who are the target customers for the company/brand? The target market for Alfa Romeo vehicles include all the working class population, the middle-class and the elite. How could/does the company reach its customers/users? What methods and media might and/or does the company use to reach the customers/users? The company reaches its target audience through television advertisements, print media e.g. newspapers, bill boards, direct mail, test-me campaigns, and show room activity. What would grab the customers/users' attention? Define the customers/users according to their demographics and psychographic information (e.g., age, gender, income, education, lifestyle, values, etc). How do they want to be perceived? The company will take the characteristics of each target audience segment and marry it with an identical characteristic of the vehicles. The advertisement's theme line will also be essential in grabbing the attention of the target market. The theme line of the advertisement campaign would be "Power in the hands of the few”. With this kind of a theme line, the attention of the target users will be focused on the word "power”. Power is a way of talking about the performance and power is what Alfa Romeo vehicles have. The target market segments include the working middle and upper-class, and the retired or elderly population. Age: between 18 and 65 years Gender: Both men and women Income: Working middle and upper-class, the retired population Education: Everyone who can drive Lifestyle: People who love sport-utility and convenient vehicles What do these target customers' value? They value fuel-efficiency, style, performance, comfort, and safety. 2. Competitors Who are the brand's competitors? The brand is competing for market share with companies such as BMW, Volkswagen, and Audi. What product category does the brand fit into? The brand fits into motor-vehicle product category What frame of reference will customers use in making a choice to use/purchase this brand/service? What other brands/companies might customers compare this brand to? The customers will use other vehicles such as BMW as a frame of reference when making a choice to purchase Alfa Romeo vehicles. The customers most likely compare the Alfa Romeo brand with other brands such as BMW, Volkswagen, and Audi. 3. USP (Unique Selling Proposition) How is this brand/company better than its competitors? What is the brand's USP (Unique Selling Proposition? This brand is better than its competitors due to its unique style, comfortable interior design, technology, environmental benefits, and safety precautions installed in the vehicles, and operating efficiency. The unique selling point of Alfa Romeo vehicles is that it offers customers significantly more than its competitors due to the brand's passion, heritage, and design flair that is inherent in every model. What is the brand's uniqueness? The sleek and unique exterior and interior design that can...