Principles of Marketing

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Use the provided information, as well as your own research, to assess one (1) of the stated brands (Jeep
Cherokee, Amazon, or Google) by completing the questions below. At the end of the worksheet, be sure
to deveIOp a new positioning statement and motto for the brand you selected. Submit the completed
template in the Week 4 assignment submission link.
Name:
Professor’s Name:
Course Title:
Date:
Company/Brand Selected (Jeep Cherokee, Amazon, or Google):
1. Target Customers/Usg
Who are the target customers for the companylbrand?
[Insert response] How couldldoes the company reach its customers/users? What methods and media might and/or
does the company use to reach the customerslusers?
[Insert response] What would grab the customers/users’ attention? Define the customers/users according to their
demographics and psychographic information (e.g., age, gender, income, education, lifestyle,
values, etc). How do they want to be perceived?
[insert response] What do these target customers’ value?
[Insert response] 2. Competitors
Who are the brand’s competitors?
[Insert response] What product category does the brand fit into?
[Insert response] What frame of reference will customers use in making a choice to use/purchase this
brandlservice? What other brands/companies might customers compare this brand to?
[Insert response] 3. USP (Unigue Selling Proposition] How is this brandlcompany better than its competitors? What is the brand’s USP (Unique Selling
Proposition?
[Insert response] What is the brand’s uniqueness?
[Insert response]

What is the competitive advantage of the brand? How is it different from other competing brands?
[Insert response]

Does the brand have any attributes or benefits that dominate competitors?

[Insert response]

4. Positioning Statement & Motto

Develop a new positioning statement and motto for the brand you selected. Below is an example
of BMW’s positioning statement and motto.

BMW Positioning statement: The brand for discerning customers of sports cars (target
customers) who want an exhilarating experience (USP).
BMW Motto: BMW is the ultimate driving machine.

[Insert response]

Jeep Cherokee

General Brand Marketing

Reflected in the distinctive, fluid lines of an Jeep Cherokee is the brand’s long sporting tradition.

Every model is a finely-engineered balance of style, performance, comfort and safety. As a result of the
continuous innovation in the use of light-weight materials and advanced engine technologies. Jeep
Cherokee cars are best-in-class in combining operating efficiency with a level of performance and
handling that all add up to pure driving emotion.

Amazon

Amazon’s Mission Statement

Amazon.com has had a clear focus and a solitary mission since it began. Founder Jeff Bezos has publicly
referred to the Amazoncom mission statement as the guiding force behind his leadership decisions many
times in the company’s 18-year history. It can be concluded that the success of Amazon.com as the top
Internet retailing company in the world is due at least in part to their unwavering commitment to this
mission and the daily execution of it. The mission and vision of Amazon.com is…

Our vision is to be earth’s most customer centric company; to build a place where people can come to
find and discover anything they might want to buy online.”

Amazon’s 2001 Positioning Statement (when it almost exclusively sold books)

For World Wide Web users who enjoy books, Amazoncom is a retail bookseller that provides instant
access to over 1.1 million books. Unlike traditional book retailers, Amazoncom provides a combination of
extraordinary convenience, low prices, and comprehensive selection.

For World Wide Web users who enjoy books, Amazoncom is a retail bookseller that provides instant
access to over 1.1 million books. Unlike traditional book retailers, Amazoncom provides a combination of
extraordinary convenience, low prices, and comprehensive selection.
Google
Google’s Mission Statement
Google’s mission is to organize the world’s information and make it universally accessible and useful.
Google’s Motto
Don’t be evil. (http://www.google.com/about/)

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Last Updated on February 14, 2019 by