Assignment: VAL Analysis
Goodwill Industries is trying to rebrand themselves to a different economic segment, and a different customer than in the past. Do some research using articles that have been written in the last two years, and determine what their strategy and direction of the New Goodwill is? Your specific description of the changes is important in defining what the proposed changes are.
Using the VAL segment evaluation psychographic process describe how you would achieve this repositioning with consideration to the following segments? What is the different customers' motivation to buy?
Innovators
Thinkers and Believers
Achievers and strivers
Experiences and makers
Survivors
Your analysis needs to take a different approach for each category, and the details should be explicit and specific. How will you market to each of these categories?