In this assignment, you will create a Positioning Statement and Motto for Sony.

Positioning Statement and Motto

In this assignment, you will create a Positioning Statement and Motto for Sony.

Select only one (1) brand. Use the information listed, as well as your own research, to assess the brand by completing the provided template. At the end of the template, be sure to develop what you believe would be a new or better positioning statement and motto for the brand.

  • Option D

Sony

Sony’s Vision StatementWith regard to its corporate vision, Sony states, “Our vision is to use our passion for technology, content and services to deliver kando, in ways that only Sony can.” In this vision, emphasis is on the concept of kando. The following components are present in Sony Corporation’s vision statement:

  1. Deliver kando
  2. Use our passion for technology, content and services
  3. Ways that only Sony can

Sony’s Mission StatementSony’s corporate mission is to be “a company that provides customers with kando – to move them emotionally – and inspires and fulfills their curiosity.” The mission highlights the importance of kando and what it does for customers. Sony’s mission statement has the following components:

  1. Provides customers with kando
  2. Inspires and fulfills their curiosity

MUST USE FORMAT BELOW TO COMPLETE ASSIGNMENT:

Use the provided information, as well as your own research, to assess one (1) of the stated brand (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.

Name:

Professor’s Name:

Course Title:

Date:

Company/Brand Selected (Sony):

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: [Insert response]

Gender: [Insert response]

Income Bracket: [Insert response]

Education Level: [Insert response]

Lifestyles: [Insert response]

Psychographics: [Insert response]

Values: [Insert response]

Other items you would segment up on: [Insert response]

How could/does the company reach its customers/users? What methods and media might and/or does the company use to reach the customers/users? Make sure you list the media type and why you think it will reach the customers.

[Insert response]

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

[Insert response]

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

[Insert response]

2. Competitors

Who are the brand’s competitors? Provide at least 3 competitors and tell why you selected each competitor.

Competitor 1: [Insert response]

Competitor 2: [Insert response]

Competitor 3: [Insert response]

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

[Insert response]

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?

[Insert response]

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: [Insert response]

What is the brand’s uniqueness? Why do you think this is a key uniqueness for this business?

[Insert response]

What is the competitive advantage of the brand? How is it different from other competing brands? Why do you consider this a competitive advantage?

[Insert response]

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

[Insert response]

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.

[Insert response]

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