Alfa romeo usp

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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 (Alfa Romeo Hewlett Packard, Subway, or Sony) 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: Principles of Marketing

Date:

Company/Brand Selected (Alfa Romeo Hewlett Packard, Subway, or Sony):

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: 14 to 25 years, gamers are mostly found among the youths and teenagers. Comment by Tracy Ellard: Can a 14 year old purchase a computer? You are looking at who is handing the money over.

Gender: Male, most gamers are males and this brand, the Omen X 17 developed by Hewlett Packard is nearly weighs 10 pounds. That is a gadget that most females would shy from carrying]

Income Bracket: This personal computer, the HP Omen X17 costs in the regions of $ 2,320, it is therefore, an expensive gadget that can only be afforded by those in the middle- and above-income brackets. Comment by Tracy Ellard: What is the income bracket a person will need to have in order to purchase this product and repeat purchase this product.

Education Level: Basic literacy can enable an individual to operate a computer and even play games. However, the cost of this particular laptop is high and that would mean low income people with no proper source of income cannot afford it. Comment by Tracy Ellard: Exactly what education level will a person need to have in order to maintain this income bracket?

Lifestyle: Luxurious due to its cost and specifications. Comment by Tracy Ellard: Go into detail and discuss

Psychographics (Interest, Hobbies, Past-times): [Gamers, the HP Omen X 17, is the ultimate gamers dream personal computer due to its mechanical keyboard having hotkeys along the side of the machine, making it convenient for gamers. Upgrades can be accessed through a panel on the bottom. It has a 209 GHz core i7-7820HK CPU, 320 GB of RAM and Nvidia GeForce GTX1080 GPU. All these features are the ultimate dream of gamers. It’s also strong and very durable. Comment by Tracy Ellard: Cite source

Values (What the customer values overall in life): [Performance and durability, personal computer need to be quick in processing data and strong enough to withstand the accidents that are associated with gadgets that are constantly in use. Comment by Tracy Ellard: Further discuss

Other items you would segment up on: [HP Spectre Folio has a premium durable leather casing and every component in it comes with a beautiful packaging, it is flexible to use in the sense that it provides the user with various positions of usage. It has HP Tilt pen for comfortable inking. It does not have the finger print login option but it comes with a face login. This effectively means that your personal computer is on the moment you open it while looking at it. Comment by Tracy Ellard: What does this have to do with the customer?

How does the company currently reach its customers/users? What methods and media do the company use to currently reach the customers/users? What methods and media should the company use to currently reach the customers/users?

[Hewlett Packard was founded in 1939 in rented garage, it has today become a household name and leading player in field of Information Technology. It has been the leading manufacturer of personal computers for about 6-year period spanning from 2007 to 2013. It’s also a leading player in the imaging and printing industry. The company has subsidiaries in Geneva, Ontario, Singapore, Miami, Tokyo, Victoria, Houston and Rivera giving it a global outlook while providing easy access to its consumers. It also has a trade in policy, where customers are allowed to exchange old gadgets for new ones instead of discounts. The company has a fair and competitive pricing policy which is attractive to its customers. It has an online distribution policy and a partner locator in its website making it easy for consumers to access and buy the services or product they need. Its new initiative “One Voice’ is meant to help the company push sales and create awareness of the many products and services it offers in the field of Information Technology. In my view, with its global presence and the customer care initiatives, Hewlett Packard (HP) is in the right path, I would however; suggest that the company organizes educational workshops in developing countries to help push its products. Comment by Tracy Ellard: Lot of good information, but you did not answer the question. You are looking at how exactly the business is currently reaching it customers, for example, such television advertisements, billboards, etc.? Then assess how you think they should be reaching them and why you think that.

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

[Hewlett Packard’s dominance in the field of Information Technology through the provision of Hardware and software solutions would capture the attention of customers and clients because it is a show of knowledge and experience spanning decades. Also, their diversity within the field of IT captures the attention of customers and brews confidence. Comment by Tracy Ellard: Again, you did not answer the question, based upon your assessment of the target above, what do you think would capture the audience’s attention and why do you think that?

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

Customers value the diverse nature of Hewlett Packard’s products and the competitive age it gives them. Being able to get all your Information Technology answers from under the same roof can appeal to everyone. Comment by Tracy Ellard: Why do you think this? You need at least 4 good sentences.

2. Competitors

Who are the brand’s competitors? Provide at least 3 competitors and tell why you selected each competitor.

Competitor 1: Lenovo because they have recently overtaken HP in the production of personal computers, it means they are a doing something right worth noting.

Competitor 2: Dell because of its built to order or configure to order policy which is very mindful of the customer and its innovation in the supply chain management that has seen it sell products manufactured by other companies.

Competitor 3: Acer because of its intriguing decision to be more of a vendor and a designer while out sourcing manufacturing processes and its prominent role in manufacturing of gaming devices.

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

A gamer’s device because of the features like mechanical keyboard with hotkeys, it also offers flexibility for upgrades because of the available availed panel at the bottom. It has a close to three hours battery life which will impress any gamer. Comment by Tracy Ellard: Need 4 good sentences here

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)?

A gamer’s mentality will most definitely want a personal computer that makes gaming enjoyable. Apple’s personal computers are known to have fast processors and are virus proof. Comment by Tracy Ellard: Need four good sentences here

3. USP (Unique Selling Proposition) Creation

What is the brand’s uniqueness? Why do you think this is a key uniqueness for this business?

Visibility, Hewlett Packard’s presence in the Information Technology sector makes it easy for clients to identify with it since its logo is one of the most present one in all leading IT outlets. Comment by Tracy Ellard: Need four good sentences here

What is the competitive advantage of the brand? How is it different from other competing brands? Why do you consider this a competitive advantage?

Global presence, Hewlett Packard has a world presence and reach that dwarfs other players, this gives it a presence especially in developing countries hence more customers. Comment by Tracy Ellard: Need four good sentences here

What attributes or benefits does the brand have that dominate competitors? Why do you think they dominate?

Variety, Hewlett Packard has variety from printers, scanners to software, the ability to provide such huge variety enables it to increase its market. Comment by Tracy Ellard: Need four good sentences here

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: Its longevity, it has been tested and tried over a long period of time and the quality and variety is still there. One voice is unique selling preposition.]

Defense of USP: For a company with so many subsidiaries, one voice fits it well to help push for the sales of all its products. Comment by Tracy Ellard: Need a couple of good sentences here

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?

· BMW Positioning statement: The brand for discerning customers of sports cars (target customers) who want an exhilarating experience (USP).

· BMW Motto: BMW is the ultimate driving machine.

Newly Created Positioning Statement: Your Quality Partner in Information Technology]

Defense of Positioning Statement Creation: The long-standing status enjoyed by HP and their continued growth and innovation, makes them a reliable provider of IT services. Comment by Tracy Ellard: Need a couple of good sentences here

Newly Created Motto: For all your IT Solutions]

Defense of Motto Creation: Their diversity and innovation in providing software and hardware services means that a client can get all products under one roof. Comment by Tracy Ellard: Need a couple of good sentences here

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MKT 100Assignment 11192 (11-28-18) Page 1 of 5