Discussion Topic Week Case Discussion Uncle Betty's - Q - Project Team NOTE The Uncle 5448

MKTG 6200 Strategic Marketing Management

Question.5448 - Discussion Topic: Week 4: Case Discussion (Uncle Betty's)- Q1 - Project Team 12NOTE: The Uncle Betty's case can be accessed in the course packet you purchased from HBP.DISCUSSION OBJECTIVESThe objective of this discussion is for you to demonstrate your understanding of how to develop positioning statements.ASSIGNMENT GUIDELINESAs pointed out in this weekâs HBP reading (Brand Positioning, pp. 5-7), a company begins the brand positioning process by creating a positioning statement. A general format suggested for a positioning statement looks like this:For [target market], Brand X is the only [competitive set] that [unique value chain] because [reasons to believe].Each of the four components of the positioning statement should be specific and detailed enough to answer the four questions spelled out on pages 7 and 8 of the HBP reading as follows:Target market â For whom, for when, for where?Competitive set â Relative to whom?Unique value chain â What value?Reasons to believe â Why and how?Hint: The examples on p. 7 of the reading provide excellent illustrations of positioning statements that effectively answer each componentâs question.Q1: After carefully reviewing the section of the HBP reading discussed above, use evidence from the case to develop a positioning statement for Uncle Bettyâs. Following your proposed positioning statement, you should briefly defend each component using specific evidence from the case.Use the following format for your original post:Proposed Positioning statement: For [target market], Brand X is the only [competitive set] that [unique value chain] because [reasons to believe].Evidence from case that supports chosentarget market:competitive set:unique value chain:reasons to believe:Your original post should be approximately 150 to 200 words in length.After your original post, you should respond to the original posts of at least two other class members, comparing and contrasting the components of your respective positioning statement.

Answer Below:

Proposed xxxxxxxxxxx Statement xxx families xxx foodies xx Toronto xxxxx Betty's xx the xxxx chef-quality xxxxx that xxx meld xxxxxxx food xxxx innovative xxxxxx in x family-friendly xxxxxxxxxx due xx its xxxxxx menu xxxxxxxxxxxx ingredients xxx welcoming xxxxxxx Evidence xxxx the xxxx Target xxxxxx Uncle xxxxxxx targeted xxxxxxxx and xxxxxxx looking xxx higher xxxxxxx comfort xxxx in x casual xxxxxxxxxxx About xx their xxxxxxxxx were xxxxxxxx with xxxxx children xxxxxxxx they xxx a xxxx sound xxxxxx customer xxxx across xxxx demographic xxxxxxxxxx Competitive xxx Uncle xxxxxxx competes xxxx all xxxxx diners xxx casual xxxxxxxxxxx in xxxxxxx but xxxxxxxxxxxxxx itself xxxx franchises xxxx Gabby's xxx The xxxxxx Barrel xxx to xxx much xxxx creative xxx chef-driven xxxx Unique xxxxx Chain xxxx restaurant xxxxxxxxxxxxxx itself xx taking xxxxx comfort xxxx to xxx next xxxxx Creative xxxxxx include xxxxx and xxxx Poutine xxx the xxxxxxxx Grilled xxxxxx which xxx made xxxx high-quality xxxxxxx sourced xxxxxxxxxxx Reasons xx Believe xxxxx Betty's xxxxxxxxxx to xxxxxxx is xxxxxxxxx in xxxxx premium xxxxxxxxx such xx Nathan's xxx dogs xxx Kicking xxxxx Coffee xxx restaurant xxxxxxxx a xxx of xxxxx exposure xxxxxxxxx appearing xx You xxxxx Eat xxxx further xxxxxxxxx its xxxxxxxxxxx and xxxxxxxxxx