In this assignment, you will create a Positioning Statement and Motto for one (1) of the following brands: Alfa Romeo, Hewlett Packard, Subway, or Sony.Select only one (1) brand. Use the information l

Positioning Statement and Motto

Name: Mereka McKoy

Professor’s Name: Dr. Tracy Ellard, D.B.A.

Course Title: Principles of Marketing

Date: 01/27/2019

Company/Brand: Sony

1. Target Customers/Users

Sony has a broad demographics due to the full range of products that they sell. The company targets different types of customers irrespective of the age bracket. The company aims all people, particularly those who look for quality electronic devices and software because it has different products to suit everyone.

Age Bracket: the company’s products do not depend on age.

Gender: All gender

Income Bracket: Sony products are of high quality and very expensive hence the company targets middle and high-income group.

Education Level: No education level is needed to operate sonny products

Lifestyles: luxury life. Sony products aim at providing entertainment which is not a basic need.

Psychographics: creating a positive impression on customers

Values: Sony values include providing sound business practice, leading innovations and developing a sustainable society. The company’s values statement is “elevation of the Japanese culture and national status.”

Other items you would segment upon: Demographics: Sony brand is diverse hence provides services and products to various people.

How does Sony currently reach its customers/users? What methods and media does the company use to reach the customers/users currently? What methods and media should the company use to reach the customers/users now? Make sure you list the media type and why you think it will reach the customers.

Sony reaches their customers through various methods including the internet, emails, mass media and social media. The company uses mass media like radios, newspapers, and television. I think these media type will reach many customers since the majority of people worldwide depend on mass media to get news. Also, the company uses social media like Twitter, Facebook, Instagram and Google + to reach its customers. Most people are on social media hence the company will achieve its customers quickly.

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

Emotional advertisements would grab customers’ attention since people are attentive to things which affect their emotions.

What do these target customers’ value? Why do you think they value these items?

The target customer's value quality. Sony provides quality products, and people value them because they are durable.

2. Competitors

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

Competitor 1: Samsung. I choose Samsung because they are the closest competitors of Sony who also provide quality products.

Competitor 2: LG (Life's Good). Also, LG has not been left behind concerning quality, and their products are relatively cheap compared to Sony and Samsung.

Competitor 3: Panasonic. I choose Panasonic because the company’s name confuses Sony customers.

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

The Sony broadly fits into two product categories Sony hardware and Sony software. I placed this brand into the two product categories since Sony products are either inform of physical devices or in software form.

What frame of reference will customers use in choosing to use/purchase this brand/service? What other brands/companies might customers compare this brand too?

Sony gives its customers description and benefits of their products as well as the reviews of the products. Also, the company allows its customers to company their products and prices with those of other companies offering the same products. Sony customers can compare Sony products with those of Samsung, LG, and Panasonic because they are close competitors.

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 brand's innovativeness is one of the Unique Selling Points of Sony. Also, the company beats its competitors through product quality and quality management. I chose these particular USPs since they make the formidable reputation of the brand.

Defense of USP: Sony innovativeness

What is the brand's uniqueness? Why do you think this is a crucial uniqueness for this business?

The brand uniqueness is quality. I think Sony's products are more durable than those of other companies.

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 company's competitive advantage is innovativeness. Sony is different from other competing brands since they emphasize innovations to create value for customers. Sony is a competitive advantage since through continues changes the company's brand remains unique and premium.

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

The brand dominates competitors due to its quality and uniqueness. The brand dominates because customers emphasize quality.

4. Positioning Statement & Motto

Newly Created Positioning Statement: the brand for identifying all customers of electronic devices who place quality in the forefront.

Defense of Positioning Statement Creation: I based the positioning statement on the fact that Sony targets a wide range of customers and emphasizes creating quality and quality management.

Newly Created Motto: moving with quality

Defense of Motto Creation: I chose this motto because Sony focuses on innovativeness to create quality and unique products. Therefore, the company proceeds with quality through innovations.