Group Positioning Exercise

• Create an associative network using assigned company.

• Identify the important attributes in that industry-why do people choose one brand versus another.

• What are the POPS (Points of parity) - look for all three types (category, correlational, competitive)

• Identify your brand's unique selling proposition - how is the product defined by consumers on important attributes? This would represent the brand's POD(s). Does this (do they) meet the three criteria for a POD?

• Identify positioning strategy used in their ads.

• Write a positioning statement using the generic format: For (target market), (brand) is the (product category) that (benefit offered).

• Develop a brand mantra for the brand

• Develop a bull's eye diagram for your brand. (Doesn't have to be in the shape of a bull's eye just identify the parts.