Read Chapter 3-5 in the textbook and all materials on Canvas for the week. Pay special attention to sections Chapter 5-1 (Positioning) and 5-2 (Positioning Statement) and the Video Exercise text on p.77 (there is no video link, I uploaded additional Numi text and video materials in the Module for this week)
– Browse the Numi website – https://numitea.com/ to get a feel of the brand
Task 1: Positioning Statement and Target Customers
a) What is a positioning statement?
b) What is the positioning statement of the company that you selected for your Best Practices assignment?
b) What are 3 unique selling points (USPs) that Numi Tea offers its customers?
c) NUMI is segmenting its customer base. Define one customer group using segmentation criteria and create a customer persona for it. 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, including a customer persona example.
See example in Module Week 2:
Task 2: Positioning Matrix
Incorporating product, price, place, and promotion into the strategic marketing management framework, describe the strategic positioning of Numi’s product line. Numi had been pursuing the strategy of exclusive distribution of a lightly promoted, high-priced, high-quality product (see the cell labeled AAA).
More recently, surprising growth in the mass marketing of Numi organic teas has occurred at grocery stores and club stores in the United States and on websites. Based on this development and your product knowledge, which second positioning strategy ‘box” is another alternative for Numi? Mark the box and explain why.
Wide Distribution
Exclusive Distribution
Low Quality
High Quality
Low Quality
High Quality
Heavy Promotion
Low Price
High Price
Light Promotion
Low Price
High Price
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