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Posted: February 5th, 2023

What is a positioning statement?

This week is about positioning and segmentation of customers.

I need help writing my essay – research paper read all assigned textbook chapters, Canvas materials for the week, and pay special attention to the Numi Tea materials on Canvas: Week 2: Positioning, Targeting, Segmentation

Browse the Numi website – https://numitea.com/ Links to an external site.to get a feel of the brand

Here is your assignment.

1. What is a positioning statement? Give an example of a company’s positioning statement, ideally the positioning statement of the company that you have selected for your Best Practices assignment (Week 3 assignment). (200 words)

3. Describe the four bases of customer segmentation for B2C customers based on our textbook (Chapter 3). (120 words

4. Define one customer segment for NUMI Tea Links to an external site.using segmentation criteria and create a customer persona for it. As background: customer personas allow marketers to gain insights into the buyer in a way that allows both sales and marketing to identify and empathize with specific segments of their target audience. These insights, when used to align content with the appropriate channels, translate into increased revenue and stronger brand affinity. See this week’s Canvas module for more background information on customer personas and use the provided customer persona example: Persona Template-1.pptx (100 words based on the templateDownload Persona Template-1.pptx

5. A positioning matrix provides a marketing management framework to assess the different combinations of product, price, place, and promotion. In the past, Numi had exclusive distribution in organic and health food stores with a lightly promoted, high-priced, high-quality product stratey (see the box labeled ‘AAA” in the table below). (use a diagram

Now Numi is entering mass market distribution for the same products in grocery stores and online stores in the United States. Based on this development and your product knowledge, which second positioning strategy ‘box” is another alternative for Numi? Mark the box with “BBB” in the table below and explain why. (tip: you can copy and paste the table into a Word document for your submission for this week).

Wide Distribution

Exclusive Distribution

Low Quality

High Quality

Low Quality

High Quality

Heavy Promotion

Low Price

High Price

Light Promotion

Low Price

High Price

AAA

(existing strategy)
A positioning statement is a statement that defines a company’s unique value proposition and defines its target audience. It helps to differentiate a company from its competitors and provide a clear message to the target audience. For example, Nike’s positioning statement is “For serious athletes, Nike gives confidence and inspiration to pursue their potential.”

The four bases of customer segmentation for B2C customers are geographic, demographic, psychographic, and behavioral. Geographic segmentation is based on geographic location such as region, climate, or population density. Demographic segmentation is based on characteristics such as age, gender, income, and education. Psychographic segmentation is based on values, beliefs, personality, and lifestyle. Behavioral segmentation is based on consumer behavior, including usage rate, brand loyalty, and benefits sought.

A customer segment for NUMI Tea could be health-conscious millennials. This segment is characterized by being aged 25-34, being educated, having a high income, and living a healthy lifestyle. They are interested in organic, natural, and non-GMO products. They are also environmentally conscious and prefer environmentally-friendly packaging. A customer persona for this segment would be “Sarah,” a 28-year-old marketing professional who is health-conscious, enjoys trying new tea flavors, and values environmentally-friendly products.

The second positioning strategy for Numi could be a “BBB” box, which represents heavy promotion, low price, wide distribution, and high quality. This strategy would be appropriate for Numi’s entry into the mass market distribution in grocery stores and online stores in the United States. By offering a high-quality product with a low price point and heavy promotion, Numi can appeal to a wider audience, increase its brand awareness, and drive sales.

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