Analyzing Marketing Concept, Positioning and Competition

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Analyzing Marketing Concept, Positioning and Competition

•Draft a positioning statement: for given target market, the product or service provides the most important benefit because of the most important supporting benefit(s).

•Brand Extension – Why is it a justifiable brand extension? In other words, how does this product concept fit with the brand equity of the existing brands? Any cannibalization concerns?

4.Positioning and Competition (10%)

•What other products/brands would compete with your product? Why?

•Draw a positioning map and plot at least 3 substitutable products

the company we are talking about is seven eleven 711, and the new product is lottery tickets, customers can purchase small lottery tickets when they store their goods in the store. These lottery tickets have the opportunity to get free drinks, goods, and the highest level can get a year’s fuel card.

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