Homework: Digital Media and Marketing
Kotler & Keller (2016) define positioning as "the act of designing a company's offering and image to occupy a distinctive place in the minds of the target market" (p. 107). Marketers spend most of their advertising dollars communicating the brand position to their target customers through various media sources. It is very important that research is conducted to confirm that consumers think and feel the way marketers intend towards the brand.
Read the brandchannel article, Driving Brand Distinction: 5 Questions with Subaru US President Tom Doll.
Doll is asked about a television spot depicting an older woman with her granddaughter explaining where she met her husband (at Woodstock). Watch the YouTube video "2015 Subaru Outback: Memory Lane | Stivers Subaru" The interviewer asks the question "is the Subaru brand limiting its audience by the impression this ad creates." He states that "our customers kind of led us to this. And it's really a reflection of where we believe we want to make an impact on the general society". He claims their customers have been called "granola crunchers and tree huggers".
For this homework, you will write a paper to examine the positioning of a brand in the market and the brand's customer value proposition.
Using Subaru, or a brand of your choice, conduct consumer research within your circle of friends, family, and co-workers to determine the effectiveness of the brand's positioning strategy and customer value proposition. Describe how your consumers' responses are or are not consistent with the brand's positioning strategy. In other words, if you asked about Subaru, did you hear comments that are consistent with the "granola crunchers and tree huggers" identification?
Format your homework according to the give formatting requirements:
• The answer must be using Times New Roman font (size 12), double spaced, typed, with one-inch margins on all sides.
• The response also includes a cover page containing the student's name, the title of the homework, the course title, and the date. The cover page is not included in the required page length.
• Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.