Deliverable Length: 3–5 pages (not including cover page and resource page)
The brand is positioned in the marketplace to elicit a favorable response from customers. Differentiation sets the point of difference or uniqueness that makes the product stand apart from its competitors. Advertising and public relations messages present the face of the brand to the customer and the general public. This differentiation is noted in the message of advertising (paid) campaigns. Public relations specialists often pick up on this differentiation in their analysis and reporting on various brands and companies.
When developing an ad campaign and positioning the product, differentiation is an important element of competitive advantage. For example, maybe your brand’s dishwashing liquid cleans better than the other brands. If this is the case, your unique selling proposition (USP) is, “It cleans better, it tastes great, it’s easier to use, it’s quality all around.”
Key Concept Snapshot: Marketers establish USP, or differentiator, in advertising messages for customers to react, respond, and above all remember!
To prepare for this assignment, think about advertising and public relations and how these disciplines fit into the overall marketing of a product or service. Use prior academic ideas to complete this assignment. Include the following main elements in this assignment:
- Select a brand from the delivery industry, such as DoorDash, Amazon, Uber, McDelivery, and so on.
- Analyze the following terms in 3–5 pages:
- Segmentation: Consider who is interested in your brand or service. Identify the type of customer groups that are interested in the product and why.
- Targeting customers: Based on the brand’s service offering and customer segments, describe who you are targeting and why.
- Differentiation: What is unique about your product or service? What sets it apart from competitive products? For example, will you differentiate the price based on quality and value?