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:
Date:
Company/Brand Selected (Alfa Romeo Hewlett Packard, Subway, or Sony):
Abstract
Subway restaurant provides a variety of food products to the consumers. The company majorly targets people between the ages of 18 and 39 years. The target age group is in high demand for healthy meals. Besides, it serves both males and females since the company does not discriminate against any gender. The Company provides a variety of food products for people of different income levels. The target customers are people those who are conscious about the nutritional value of the products because it provides foods that are healthy. Subway has a competitive advantage because it advocates for the people to consume healthy meals that do not hurt their health. The healthiness is the unique selling position of the firm because it is the primary need of its target customers. The company has dominated over its competitors because it focuses on providing alternative healthy foods such as fries. There is a high demand for healthy meals. Hence, people will buy products that are beneficial to their health.
Keywords: Restaurant, Health, Customers, Food
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.
Age Bracket: [Majorly targets people between the ages of 18 and 39 years. The target age group is in high demand for healthy meals.]
Gender: [Both males and females. The company does not discriminate against any gender.]
Income Bracket: [The Company provides a variety of food products for people of different income levels.]
Education Level: [Any educational level. The Company does not discriminate based on the educational level.]
Lifestyles: [The customers who are conscious about the nutritional value of the products because it provides foods that are healthy.]
Psychographics: [The people who come from different social classes because the products are not meant for any particular group.]
Values: [The consumers who are sensitive on their carbs and calories intake.]
Other items you would segment up on: [I would segment based on the people’s culture and regions.]
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? Make sure you list the media type and why you think it will reach the customers.
[Subway reaches the majority of its customers through advertisements. The firm has placed some ads that market its products to the target customers. Majority of the target customers are young people. Therefore, the ad on various social media platforms would be effective in disseminating the information to them.]
What would grab the customers/users’ attention? Why do you think this will capture their attention?
[Majority of the people are conscious about the types of food they eat. Subway majorly deals with healthy products. Therefore, their adverts should emphasize the nutritional value of the products to capture their attention.]
What do these target customers’ value? Why do you think they value these items?
[The target customers value their health because they are majorly young people who have comprehensive information on healthy eating.]
2. Competitors
Who are the brand’s competitors? Provide at least 3 competitors and tell why you selected each competitor.
Competitor 1: [Mc Donald restaurant that has been one of the dominant restaurants in the United States.]
Competitor 2: [Arby restaurant that deals in sandwich selling is a key competitor.]
Competitor 3: [Jimmy John’s company is also a significant competitor in the market.]
What product category does the brand fit into? Why have you placed this brand into the product category that you did?
[The band fits in the food and beverages category because it deals in food products that are consumed by the people.]
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 compare the prices and the benefits to be derived from the product before deciding to purchase the product. They will also compare the brand to other products offered by Mc Donald restaurant.]
3. USP (Unique Selling Proposition)
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: [The Company is better than its competitors are because it advocates for the people to consume healthy meals that do not hurt their health]
Defense of USP: [The healthiness is the unique selling position of the firm because it is the primary need of its target customers.]
What is the brand’s uniqueness? Why do you think this is a key uniqueness for this business?
[The restaurant does not dwell much on the consumption of healthy meals. Therefore, they try to balance their ideals by trying to educate people not to be extreme in the consumption of the healthy meals (Bhasin, 2012). Hence, they have customers that consume both fast foods and healthy food in moderation.]
What is the competitive advantage of the brand? How is it different from other competing brands? Why do you consider this a competitive advantage?
[It provides a wide range of products to many people. The firm deals with the healthy meals. Besides, it focuses on the fast foods for its clients. Therefore, diverse groups of people consume their products.]
What attributes or benefits does the brand have that dominate competitors? Why do you think they dominate?
[The company has dominated over its competitors because it focuses on providing alternative healthy foods such as fries. There is a high demand for healthy meals. Hence, people will buy products that are beneficial to their health.]
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: [Subway focuses on the provision of healthy meals at affordable prices to our customers. The health of our customers is our primary objective.]
Defense of Positioning Statement Creation: [Significant number of consumers considers the nutritional value of the products. Therefore, the statement would attract many consumers.]
Newly Created Motto: [Your health is our responsibility.]
Defense of Motto Creation: [The motto would enable the consumers to become loyal to the Subway products.]
Reference
Bhasin, K. (2012, February 02). This Is The Simple Marketing Message Subway Used To Become The Largest Restaurant Chain In The World. Retrieved from https://www.businessinsider.com/this-is-the-simple-marketing-message-subway-used-to-become-the-largest-restaurant-chain-in-the-world-2012-2?IR=T