Reference no: EM133201380

Assignment: Positioning Statement

Instructions:

Your assignment is to be submitted to the submissions folder on D2L by 4/20 at 9:00 AM. The assignment should have a cover sheet with your Last Name and First Initial in 24-point type in the upper right-hand corner of the paper. The next line in the upper right-hand corner should have your section number, In the middle of the cover sheet please write iPad Pro Assignment. This assignment should be single spaced and 2 pages in length (3 with the cover sheet and exhibits such as a perceptual map don't count toward page count).

Visit Apple and then navigate to the new iPad Pro and write positioning statement for the product. Segment your paper into sections with titles as follows:

Section I:- Positioning Statement: To target audience (TA) Product X is the frame of reference (FOR) that unique point of difference (UPD).

Section I: The TA

Define the TA. In this section you will want to talk about characteristics of the TA, such as:

1. Size - Size of market
2. Sufficiency - Whether the group is sufficient to establish a successful business
3. Accessibility - How to communicate to the group (media habits)
4. Attitudes
5. Opinions
6. Motivations

Section II: The FOR

In this section you must identify the competitive set (such as in a perceptual map (see positioning lecture on D2L) You must consider;

1. Learning Theory - Risk assessment Physical, Psychological, Financial etc.
2. ELM (see Chapter 6)
3. Central or Peripheral Route to Persuasion
4. Visual or Verbal message content (Right or Left Brain)
5. Media

Section III: UPD

In this section you must talk about how the products attributes satisfy the needs of the TA and how the product is presented

1. Stimulus Generalization
2. Stimulus Discrimination
3. Brand equity.