Watch the video Taking a Position that Works (3:38), and then respond to the que

Question

Watch the video Taking a Position that Works (3:38), and then respond to the questions that follow. Think about products you were enticed to purchase using social media (e.g., Twitter, Facebook, Tumblr, YouTube, etc.). Tell us your favorite product that you purchased using social media and what positioning statement the company used. Make sure you include the information from the fill-in-the-blank positioning statement. Also, state your opinion on how well social media clearly portrayed the positioning statement. Finally, read and respond to at least one (1) of your classmate’s posts. Click here to download a copy of the positioning statement fill-in-the-blank. Click here to view the grading rubric for this discussion.

<https://www.kaltura.com/index.php/extwidget/preview/partner_id/956951/uiconf_id/24290031/entry_id/1_hxkn3o7w/embed/iframe?&flashvars%5bstreamerType%5d=auto>

Explanation / Answer

I purchased a Nike shoes based on an ad on Facebook. The ad showed an athletic young person running on tracks, with a tagline, ‘Just do it’.

Nike’s positioning statement

Target market- For males and females between 18 and 35 years old who engage in athletic activities and are expecting high-performance gear

Competitive framework – Nike is a brand offering athletic apparel and shoes

Point of differentiation- Nike offers the highest level athletic performance

Reason why-because it has advanced technology and design. It is endorsed by famous athletes

The brand character is young, active, successful, ‘do it ‘attitude, adventurous, performance oriented, full of energy

How well social media clearly portrayed the positioning statement

The ad showed a picture of Tiger Woods swinging Golf bat with the tagline

Below the ad, the post contained the statement, ’If you believe in it, just like it.’ The post meant, ‘if you believe in the tagline-just do it, then like the post’.

It touches the ego of the consumer who is achievement oriented with a strong attitude for doing things

I clicked the likes button because I felt the ad content close to myself and an expression of myself. Also, the design of the shoes was good and it attracted me to purchase a similar one online.

Related Questions

Navigate

• Browse (All)
• Browse W
• Subjects

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.