Holt Arquriera Week4 Assignment 1 PDF

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Assignment 1 Positioning Statement and Motto Use the provided information, as well as your own research, to assess one (1) of the stated brands (Tesla, SmoothieKing, Suave, or Nintendo) 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: Arquriera Holt Professor’s Name: Dr. Tracy Ellard Course Title: Principles of Marketing Date: May 3, 2020 Company/Brand Selected: SUAVE 1. Target Customers/Users Who are the target customers for the company/brand? Make sure you tell why you selected each item that you did. (NOTE: DO NOT say “ANY, ALL, EVERYONE” you cannot target everyone, you must be specific) Age Bracket: Suave users are between the ages of 18-45 Gender: Majority of the suave customers are women. Women love keeping their hair beautiful and also keeping their body skins smooth. Income Bracket: Majority are from the Middle income bracket. Middle class like spending Education Level: High school and college graduates are the potential target group. Lifestyle: They are women who value their hair styles and their body skins and they always want to look beautiful starting from their hair. They are also people who love luxury. Psychographics (Interest, Hobbies, Past-times): Customers of Suave are the kind of people who like going to party, traveling, and most of them you will find them posting their photos on social media Values (What the customer values overall in life): I believe Suave's target market are value minded consumers whose attitudes are that value priced items give the same results as high priced items. Other items you would segment up on: Without forgetting the race, statistics shows that African American and Hispanic are the leading customers of Suave. © 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 100 Assignment 2 1156 (5-15-2015) Page 1 of 4

Assignment 1

Positioning Statement and Motto How does the company currently reach its customers/users? What methods and media does the company use to currently reach the customers/users? What methods and media should the company use to currently reach the customers/users? Currently, the Suave Company reach their target customers through Televisions and social media. They use adverts on TV’s and ads on internets and social media platforms. I think Suave Company should also use bill boards along the streets to attract more customers. They should also use celebrities to market their products.

What would grab the customers/users’ attention? Why do you think this will capture their attention? I think Suave should apply celebrity endorsements as a strategy to market their products. This kind of strategy will attract more customers especially the young adults because they will want to try using the product when they see a photo printed on Suave’s brands. What do these target customers’ value from the business and its products? Why do you think they value these items? Suave customers value the price and quality. The end-results of a quality products are amazing and that is what customers will value. Also if the prices are a bit higher, the middle class will buy them. But if the prices are lower, the middle class customers will question the quality of the product.

2. Competitors Who are the brand’s competitors? Provide at least 3 competitors and tell why you selected each competitor. Competitor 1: Dove Competitor 2: Tresemme Competitor 3: Aveeno According to statistics, it shows that the close competitors of Suave in shampoo brand sales are Dove, Tresemme and Aveeno

© 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 100 Assignment 2 1156 (5-15-2015) Page 2 of 4

Assignment 1

Positioning Statement and Motto What product category does the brand fit into? Why have you placed this brand into the product category that you did? Suave fits in the category of beauty products. This is because people use this products to soften their hair and skin and also to smell good.

What frame of reference (frame of mind) will customers use in making a choice to use/purchase this brand/service? What other brands/companies might customers compare this brand to (other than the top three identified above)? Customers can use internet to research and identify those products that suits them. Other the three companies that I have listed above, customers can also compare suave products to Degree deodorant products.

3. USP (Unique Selling Proposition) Creation What is the brand’s uniqueness? Why do you think this is a key uniqueness for this business? Low pricing strategy- Suave has products with different price category to ensure that every economic class can afford to purchase their products. What is the competitive advantage of the brand? How is it different from other competing brands? Why do you consider this a competitive advantage? The competitive advantage of suave is that its brand is by many people globally and this gives the company an opportunity to enhance the value of the products and services, while emphasizing the benefits of the brand and devaluing the equity of the company’s main competitors.

What attributes or benefits does the brand have that dominate competitors? Why do you think they dominate? Producing products of the same category is what makes suave dominate over the other companies because, they can easily manage to improve on the quality of their products to satisfy their customers. How is this brand/company better than its competitors? What is the brand’s USP (Unique Selling Proposition? Why have you decided upon this particular USP? Unique Selling Proposition: Suave products works better than other products, they are also cheaper and their product packaging is at least bigger and last longer compared to other competitors. All these are the unique selling propositions that will attract more customers. © 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 100 Assignment 2 1156 (5-15-2015) Page 3 of 4

Assignment 1

Positioning Statement and Motto Defense/Justification of USP: People like products that last longer before they buy another one, especially the middle class. 4. Positioning Statement & Motto Develop a new positioning statement and motto for the brand you selected. Below is an example of BMW’s positioning statement and motto. Discuss why you created the items that you did? Newly Created Positioning Statement: A quality brand with affordable prices to make your hair look beautiful, to soften your body skin, smell good and feel good every day.

Defense/Justification of Positioning Statement Creation: This is to justify that suave products are the best compared to other brands. Newly Created Motto: "spend less and look great” Defense/ Justification of Motto Creation: This means that for those buying suave products should not spend a lot of money just to look great.

© 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 100 Assignment 2 1156 (5-15-2015) Page 4 of 4...