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So far this semester, you picked a branded product in the Sport Utility Vehicle industry and researched the industry, branded product, and a target consumer segment. This week you will use that same customer segment to create a benefits ladder and then modify your previously developed value proposition and positioning statement.
Step 1. Restate the customer segment you are targeting.
Step 2. Interview at least five people who fall within your chosen segment. Use the laddering technique to identify what’s important to them. When you ask about benefits, they may give you product attributes, too (like in the Honda Element example in the video). Sort out the product attributes, the functional attributes, and discover affective, probably latent, and benefits.
Step 3. Use the information from prior research and this lesson’s interviews to create a benefits ladder. This isn’t nearly enough research to completely project the segment’s comprehension of the Tequila industry, but assume that this information is complete.
Step 4. Update the positioning statement to better reflect the emotional payoff in the last line. Remember that anytime you change one line of the positioning statement, you need to check the rest of the statement to make sure it still all works together, makes sense, and differentiates your product. As a reminder about how to create a positioning statement, check the positioning statement guidelines in Lesson 2.
Step 5. Next, update the value proposition you created in Lesson 1.
Submit Assignment
Submit four documents this week: The benefits ladder, updated positioning statement, value proposition and canvas.
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