Positioning Competition Branding - Group 4 with revisions

Positioning Competition Branding - Group 4 with revisions -...

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Running head: POSITIONING/COMPETITION/BRANDING 1 Positioning/Competition/Branding – Group 4 Alexandria Bryant, Felicia Henderson, Jamie Kuhlman, Robert Rivers, & Corey Wunsch Liberty University November 25, 2012
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POSITIONING/COMPETITION/BRANDING Positioning/Competition/Branding: Group 4 Positioning Statement – Robert Rivers Because Honibe® has essentially created a market with the Honey drop™ Crafting brand positioning within that market is even more important so that they can seal the market before competitors attempt to enter it. A well-crafted positioning statement defines your company's direction. It answers six essential questions: who you are, what business you're in, whom do you serve, what's needed by the market you serve, against whom do you compete and what's different about your business (Kanzler 1999)? As the only producer of all natural and organic dried honey, Honibe® has had some success validating the value in which the product holds among their target audience. With the information that we have gathered regarding the Honey Drop™, the following serves as its positioning statement: For college educated people as well as fitness savvy and eco-conscience consumers who want a healthy, all natural sweetener or energy source the Honey Drop™ by Honibe® is the worlds first and only sweetener/snack that provides 100 percent pure and natural dry honey in a drop that you can add to beverages and eat as a snack. Within the positioning statement you want to hit key points regarding the product or service and what it has to offer. When you break down the value proposition, which is the cogent reason why the target market should buy the product, you get a really good picture it to what your product has to offer and its advantages in the market that it operates (Kotler 2011). The following diagram shows the value proposition for the Honey drop™: Product Target Customers Key Benefits Price Value Proposition Honey drop™ College educated, fitness savvy, and eco- conscience consumers All Natural Dried (not sticky) No competitor (20 drops for 9.99 CND+Tax) Honey drop is the worlds only all natural dried honey sweetener 2
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POSITIONING/COMPETITION/BRANDING Honibe® understands that college educated consumers care about and are knowledgeable concerning all natural and organic products. This means this target market will most likely want the types of products that they produce. Fitness savvy and eco-conscience consumers craze all natural and organic products and to have a sweetener for things like their favorite hot drink or on the go beverage, that is 100 percent good for them, is a vital for their lifestyle and beliefs. Being the world’s only source for the product means maximum awareness for company because there are no competitors in your target market.
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  • Spring '12
  • n/a
  • Brand, similar products, Honey, honey drop™, Island Abbey Foods Ltd

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