This week you will use that same customer segment to create a benefits ladder and then modify your previously developed value proposition and positioning statement.

So far this semester, you picked a branded product in the Hybrid/Electric Automobiles industry and researched the industry, branded product ,and a target consumer segment. This week you will use that same customer segment to create a benefits ladder and then modify your previously developed value proposition and positioning statement.

Step 1. Restate the customer segment you are targeting.

Step 2. Interview at least five people who fall within your chosen segment. Use the laddering technique to identify what’s important to them. When you ask about benefits, they may give you product attributes, too (like in the Honda Element example in the video). Sort out the product attributes, the functional attributes, and discover affective, probably latent, and benefits.

Step 3. Use the information from prior research and this lesson’s interviews to create a benefits ladder. This isn’t nearly enough research to completely project the segment’s comprehension of the Hybrid/Electric Automobiles industry, but assume that this information is complete.

Step 4. Update the positioning statement to better reflect the emotional payoff in the last line. Remember that anytime you change one line of the positioning statement, you need to check the rest of the statement to make sure it still all works together, makes sense, and differentiates your product. As a reminder about how to create a positioning statement, check the positioning statement guidelines in Lesson 2.

Step 5. Next, update the value proposition you created in Lesson 1.

Submit Assignment

Submit three documents this week: The benefits ladder,  updated positioning statement, and value proposition.

The rubric for this assignment is provided below.

Rubric

Applied Learning Rubric

Applied Learning Rubric
CriteriaRatingsPts
This criterion is linked to a Learning OutcomeRequired Elements28.0 pts A Rating Goes beyond all the required elements stated in the directions and instructions. 24.0 pts B Rating Includes all of the required elements as stated in the directions/instructions. 21.0 pts C Rating Missing one or more of the required elements as stated in the directions/instructions. 18.0 pts D Rating Several required elements are missing from the assignment. 0.0 pts No Marks28.0 pts
This criterion is linked to a Learning OutcomeGrammar8.0 pts A Rating No grammatical or mechanical mistakes in the assignment. 7.0 pts B Rating A few grammatical/mechanical mistakes which are not distracting. 6.0 pts C Rating Several grammatical/mechanical mistakes which are distracting. 5.0 pts D Rating Many grammatical or mechanical mistakes throughout the assignment. Clearly not proofread. 0.0 pts No Marks8.0 pts
This criterion is linked to a Learning OutcomeCitations8.0 pts A Rating Includes both in-text and end-of-document citations appropriately or no citations are needed as submitted 7.0 pts B Rating Includes in-text OR end-of-document citations in some but not all appropriate instances. 6.0 pts C Rating Has omitted either in-text OR end-of-document citations. 0.0 pts No Marks Has omitted both in-text AND end-of-document citations (this is an academic integrity violation, rubric will not be used).8.0 pts
This criterion is linked to a Learning OutcomeUnderstanding of Content48.0 pts A Rating Shows a sophisticated understanding of lesson concepts in the work. 40.0 pts B Rating Shows an understanding of the major lesson concepts. 36.0 pts C Rating Displays a somewhat limited understanding of lesson concepts and/or may have a few misinterpretations. 32.0 pts D Rating Does not show an understanding of lesson concepts and/or misses key points and has quite a few misinterpretations. 0.0 pts No Marks48.0 pts
This criterion is linked to a Learning OutcomeOverall Effectiveness and Completion8.0 pts A Rating Assignment is engagingly organized and easy to follow. 7.0 pts B Rating Assignment is organized, easy to follow. 6.0 pts C Rating Assignment is disorganized and/or somewhat hard to follow. 5.0 pts D Rating Assignment is disorganized and hard to follow. 0.0 pts No Marks8.0 pts
Total Points: 100.0

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