M&M POST 4

Db4

Topic: Surveys, Surveys, Surveys

You have likely participated in many surveys over a lifetime. Surveys are typically one of the most popular ways of obtaining market research. However, there are some great alternative methods to gathering customer information. 

Some examples include ethnographic research, observational research, and focus groups. 

Respond to the following: 

· A prevalent burger chain has recently implemented a new plant burger. Describe how you would implement ethnographic research, observational research, and focus groups to understand your customer better.

DB5

Topic: The Brand Portfolio

Did you know that Hallmark® cards are sold in over 40,00 retail outlets nationwide and over 100 countries? Each year the company produces 10,000 new cards. 

Review Hallmark's brand portfolio and respond to the following: 

· What are the different customer segments targeted by these brands? 

· What are the critical elements of Hallmark's success?

· Who are its biggest competitors?

· How would you sustain the company's leadership position if you were the marketing manager?

Journal 5

You will post a minimum of 250 words in the textbox for this journal assignment in response to the bullet item(s) below. The journal is a private communication that is shared only with your instructor for grading purposes. 

Instructions: Enter your posting by accessing the assignments tab. Select the unit journal Dropbox, scroll down, and you will see a textbox for your posting. 

· Step 1: Select one of the following products for this assignment for the fictional company Proserve Corp.

· A new cool mist humidifier reduces dry air and serves as an air freshener. The scents come in mint, apple, spice, and cinnamon.

· A new toothbrush dispenses toothpaste automatically onto the toothbrush with a small button on the handle. The toothpaste comes in various flavors, including cinnamon, peppermint, spearmint, and bubble gum.

· A new wireless headphone and microphone that fits in your palm and has superior output and volume.

· A new foldable chair that can be carried in one hand weighs 1.5 lbs. and holds up to 300 lbs.

· A new transcription tool with 98% accuracy.

· Step 2: How would you segment the market for your selected choice? Consider market segmentation variables like demographics, geographics, psychographics, or behavior segmentation.

· Step 3: Using secondary sources like Statista, determine your chosen product's market size and competitors.

DB6

Topic: Points of Difference

One of the key concepts in crafting a value proposition and positioning is identifying points of difference. Kotler et al. (2022) describe points of difference as "attributes or benefits that differentiate the company's offering from the competition." For example, Visa® and American Express® are direct competitors. Visa's point of difference in the credit card category is that it is the most widely available card. The benefit derived from Visa is convenience. American Express has built brand equity via the prestige associated with using its card. 

Respond to the following:

· Think of two distinct brands that compete directly with each other. 

· What is the customer value proposition for the two competitors?

· Is this value proposition sustainable?

· Identify the points of parity for each brand.

· Develop a positioning statement for both brands based on your research.