WRK 100 Principles of Marketing Essay
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages Description/Paper Instructions
WRK 100 Principles of Marketing Essay
What do you think your selected business does better than its competitors?
Why would customers want this product or service over the leading competitors?
Follow these five steps to determine your USP.
List the features and benefits that are unique about your product or service.
Do a Google search and compare these features and benefits with your direct competitors. Identify the benefits that set your product apart.
Decide what emotional need is being specifically met by your product or service.
Think about this from your customer’s perspective and add it to your list.
Identify aspects of your product or service that your competitors cannot imitate.
Put a star beside anything that cannot be easily duplicated, reproduced, or copied.
Create phrases about your unique product or service that are short, clear, and concise.
Use the words from steps 1–3 that you singled out. Be sure they can be easily communicated and understood by your customers.
Answering your customer’s primary question, “What’s in it for me?”
Make it succinct and state it as a benefit to the customer.
Determining What Makes Your Brand Unique
What is the brand’s uniqueness?
What makes your brand unique? What makes it stand out?
Why do you think this is attribute is unique?
Why do you think customers will want this particular uniqueness? For example, Chick-Fil-A’s customer service is unique. Most fast-food restaurants do not offer such high-quality service. Many consumers flock to Chick-Fil-A to be treated well.
What is the competitive advantage of the brand? How is it different from other competing brands?
What does your brand do better than its leading competitors?
What type of advantage do they have over the competitors? For example, when Steve Jobs invented the iPod touch technology, he knew it was going to be big. He purchased 10 years’ worth of raw material needed to build touch screens. Brands that wanted to copy Apple’s technology had to pay a much higher price for the supplies. This gave Apple the competitive advantage of being able to produce the product at half the cost of the competition.
Does the brand have any attributes or benefits that dominate competitors?
What attributes (properties) or benefits do you see that dominate the competitors? For example, iPhones dominate the smartphone market and have done so for many years. Other brands may have more features, lower costs, and a longer battery life, but iPhone buyers are loyal (sometimes jokingly referred to as a cult!). While iPhones were among the first touchscreen phones, it was their user-friendly platform and their ability to communicate seamlessly across other Apple devices that made them popular worldwide.
POSITIONING STATEMENT AND MOTTO
Develop a new positioning statement for the brand you selected.
Define your actual positioning statement for the business and discuss why you have decided upon this actual positioning statement. Remember, once you write your positioning statement, make sure you address why you created it and why you think it will work.
View How to Write Market Positioning Statements. It explains what needs to go inside of a positioning statement and provides examples.
Develop a new motto for the brand you selected.
Create the new motto for the business and then discuss why you created this specific motto. In many cases, slogans and mottos are the same; as you are creating your motto, keep that in mind. Once you create your motto, make sure you address why you created the motto and why you think it will work.
View How to Make a Business Motto for tips on how to get started.
View 50 Examples of Catchy and Creative Slogans for ideas as you are creating a new motto for your selected business
POSITIONING STATEMENT AND MOTTO
In this assignment, you will create an original positioning statement and motto for a selected brand. Note: For this assignment, you must do your own assessment of the business. Do not go to the business website and copy their analysis. You can look at their items for ideas, but you need to do your own assessment based on what you personally see them doing now and what you think they need to do.Instructions
To complete this assignment:Download the Week 4 Assignment: Positioning Statement and Motto Template [DOCX] to your computer and Save As using the following identifier: LastName_FirstName_Week4_Assignment.
Select one of the following brands:
Ferrari.
General Brand Marketing: Italian excellence the rest of the world can only dream of: We build cars unique in terms of their performance, innovations, technology, driving pleasure and design.
Vision: Italian excellence that makes the world dream.
Mission: We build cars, symbols of Italian excellence the world over, and we do so to win on both road and track. Unique creations that fuel the Prancing Horse legend and generate a world of dreams and emotions.
NutriSystem.
Founded in 1980, Nutri/System quickly blossomed into a nationwide chain of weight-loss centers. Each Nutri/System center earned its money through a set-up fee to clients and by charging each client according to the amount of weight lost. The centers earned most of their money from another source, however, recording hefty profits from the sale of private-label food, which Nutri/System clients were obliged to purchase at least five times a week.
Mission: Nutrisystem will help you transform your life inside and out with a personalized weight management experience that’s effective, simple to follow, and made just for you.
The Children’s Place.
We have achieved our success on the basis of a very simple principle: Trust. Wherever and whenever our customers choose to shop with us, they trust. The Children’s Place and Gymboree to provide quality, value, and style.
The Children’s Place was founded in Hartford, Connecticut in 1969 by David Pulver and Clinton Clark. They began by selling toys, apparel and accessories before deciding that apparel had the most growth potential. In 2019, The Children’s Place purchased the rights to the Gymboree brand and in early 2020, launched product in select stores and online. This iconic brand features colorful designs in playful, bow-to-toe collections that celebrate childhood and help families look their best for any occasion. Together, these two brands embrace the kids we love and inspire them to live, learn and love their childhood.
Beats.
Beats (Beats by Dre) is a leading audio brand founded in 2006 by Dr. Dre and Jimmy Iovine. Through its family of premium consumer headphones, earphones and speakers, Beats has introduced an entirely new generation to the possibilities of premium sound entertainment. The brand’s continued success helps bring the energy, emotion, and excitement of playback in the recording studio back to the listening experience for music lovers worldwide. Beats was acquired by Apple Inc. in July 2014.
RUBRIC
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. GET THIS PROJECT NOW BY CLICKING ON THIS LINK TO PLACE THE ORDER
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