aussieinmiss mid term assign 2 - 69092

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  • From: Business, Marketing
  • Due on: Tue 15 Jul, 2014 (10:43pm)
  • Asked on: Tue 15 Jul, 2014
  • Due date has passed, but you can still Post Solution.

Submit your value proposition and positioning statement by end of this week, midnight Sunday.

The assignment:

You will choose the value proposition for Post University's online program and then write a positioning statement for the program.

Think about Post University and its online program--the program you are in now.  There must be a lot of reasons why you chose to go to school online and a lot of reasons why you chose Post University's online program. Think about how and why Post University put together its online program...whom it is targeting, what that target needs, what appeals to that target, how Post differentiates itself and its online program from other universities and their online programs. Then:

  1. Decide on the appropriate value proposition (more for more, more for the same, more for less, the same for less, less for much less--just one of those five phrases!) for Post University's online program. Write your Value Proposition statement.
  1. Write a positioning statement (a single sentence in the required form that hits all four required elements (target segment and need, brand, concept, and point(s)-of-difference)) for Post University's online program.

This assignment is worth 100 points.

Background Information


Value propositions answer the question: "Why should I buy your brand rather than a competitor's?" So, value propositions reflect how companies differentiate and position their brands in the marketplace.

A little bit about value propositions

Review Figure 6.4 in the text on page 197. There are just five value propositions:

  • more for more,
  • more for the same,
  • more for less,
  • the same for less,
  • less for much less.

Remember that a value proposition is one of those five phrases. Each one is explained in the text on pages 198 through 201. The text points out that "the brand's value proposition [is] the full mix of benefits upon which the brand is differentiated and positioned."

All about positioning statements: what they do, how they do it (required form) and an examples

OK, so now let's talk a bit about the positioning statement itself. The text covers the positioning statement in Chapter Six on page 201. But, of course all of the material in the text is relevant, not just the small portion devoted to the positioning statement! In fact, differentiation on pages 193-197 and the value proposition discussed on pages 197-201 are very important, which is why they are mentioned above and why you might see something about the differentiation and positioning task on the first quiz.

A positioning statement summarizes company or brand positioning and takes this form:

To (target segment and need) our (brand) is (concept) that (point(s)-of-difference).

The text gives this example:

To busy, mobile professionals who need to always be in the loop, BlackBerry is a wireless connectivity solution that gives you an easier, more reliable way to stay connected to data, people, and resources while on the go.

  • A positioning statement is a single statement (a single sentence).
  • A positioning statement is an internal rallying cry, not an external advertising message. It's worded very intimately, in a first-person fashion, only to draw everyone within the value chain into the value proposition, not to "sell" targets. In other words, it is not an advertising tag line or slogan!
  • A positioning statement's "to" element has two parts: the target segment portion and the need portion.


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