SELECT one popular USA consumer product or service that is not a category leader (here are a few ideas with the category leaders in parenthesis:

Dr. Pepper (Coke & Pepsi),

Wendy’s (McDonalds),

Samuel Adams Beer (Budweiser & Coors),

Sears (Wal-Mart & Target),

Reebok shoes (Nike),

Yahoo Search (Google),….you get the idea…just visit a retail store if you need to see the leaders (they often have the largest number of products on the shelf) versus the ‘challenger’ brands.

Your document will have 5 sections:

1. BRAND PROFILE.  Provide the brand name and explain your brand’s product line.
2. INDUSTRY.  Define the competitive industry and name the leading brand(s).  Provide brief profiles of the brands. Providing market share data is very helpful.
3. TARGET MARKET. Use the “Whole Foods” example in the “Marketing Basics” presentation. Present a paragraph to profile this brand’s leading target market. You should discuss and justify the key attributes you have included in the target market profile.
4. POP / POD. Analyze the brand’s points-of-parity and points-of-difference relative to the category leader and the leading target market.  It is best here to list and explain the 3-6 key POPs and the 1-3 key positive PODs.
5. UNIQUE SELLING POINT.  See the last resource listed in the POP / POD handout.  You should present a short statement (1 to 3 sentences) that is grounded in the positive PODs.

NOTE: Some of this analysis is personal observation, but you must also use several quality references to document brand data along with some of your recommendations. The goal of the paper is to understand how your brand competes. Issues that might be worthy for inclusion could be: comparison of pricing, comparison of distribution, graphics of product and / or in-store shelving, screenshot of advertising, pictures taken in-store, etc.

GRADING RUBRIC:

60%. 1.  Were the 5 areas fully developed.

20%. 2. Was this a premier graduate-level secondary research project (with some first-person comments allowed in this project)?  This includes quality list of references, use of in-text cites, graphics that have numbers and titles, etc.

20%. 3. Quality of Communications.  Is the document easy to understand and follow the flow. This includes use of Table of Contents, Executive Summary, page numbering, sub-heads, paragraphs that do not attempt to cover multiple topics, etc.

NOTES:  Students should include a cover page, Table of Contents, Executive Summary, manuscript, and References. Manuscripts need an opening paragraph that explains the purpose and organization of the document followed with the five sub-heads named above. Most quality manuscripts have 4 to 7 pages of writing plus graphics that take an additional 1 – 3 pages. If the student finds 3 to 5 quality references, this will meet the basic expectations of this assignment.

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Status NEW Posted 04 Jul 2017 08:07 PM My Price 16.00

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