• April 12th, 2016

POSITIONING/COMPETITION

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MARKETING MANAGEMENT GROUP PROJECT (MMGP) – POSITIONING/COMPETITION/BRANDING INSTRUCTIONS

Positioning (See Chapter 10)
• Create an appropriate positioning statement for your product/service and explain the statement.
• Describe how your product/service is positioned in the marketplace. Provide examples and a detailed explanation.

Competition (See Chapter 12)
• Describe which firm is the market leader in your industry. Explain what its strengths and weaknesses are.

Product Branding (See Chapters 10 and 13)
• Describe which brand elements would be most useful for differentiating your product/service’s brand from the competition.
• Explain what the brand promise for your product/service is. If there is a similar brand promise that another product/service uses, discuss the attributes and benefits of your product/service. Explain how they relate to your target market.
• Discuss how your firm can use packaging and labeling to support its brand image.

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