PURPOSE
The purpose of this assignment is to create a value proposition for a product or service. This connects to course learning outcomes of helping you identify the role of marketing in creating, communicating, and delivering value for customers, and applying the concepts of value proposition and positioning to a product or service. This course is focused on consumer marketing and as such, your selection should focus on the business to consumer aspect of marketing rather than business to business or government organizations (which can be addressed in later marketing courses).
ASSIGNMENT TASK OVERVIEW
As a marketing consultant, you have been asked by one of five streaming service companies or five corporations to provide a one-page memo, using “Back of the Napkin” style to explain a concept (value proposition). This memo will explain the value proposition from an outsider’s perspective (you as a marketing consultant). Consider the internal and external environment as well as the company’s competition to demonstrate your unique selling position.
You will use one (1) page with 150 words or less in Times Roman 12 font to create a short memo to management of the company your chose to communicate your value proposition. At the bottom of your one page memo, you will include a “back of the napkin image” to illustrate your value proposition. This original illustration you create can be added as a picture within your document or using the Word document tools to create a visual aid. Your memo and illustration will display how your product or service solves a problem for the consumer. You do not have to be an artist. You will need an idea and the ability to summarize. You will submit a single page Word document with the memo and image along with a second reference page. The illustration must go inside the memo document so that only one file is submitted. Be sure that your proposition is clear and concise. Follow the instructions below.
NOTE: You will be using this value proposition to develop a message campaign later in the course.
INSTRUCTIONS
Step 1: Choose one of the following products or services in consumer markets. There are two (2) category options from which you can choose. Choose the one (1) organization that interests you the most from either category.
Streaming Services Category
- tubi
- Disney+
- Paramount+
- Sling
- HBO
Corporations Category
- allbirds
- Stonyfield Farm
- Patagonia
- Thrive Market
- Avocado Green Mattress
Step 2: Determine the value proposition for your chosen product or service. Create a memo and images to communicate the Value Proposition.
· What is the value proposition for your product or service? Focus on offerings for customers in the U.S. market only.
· What makes a good value prop?
·Present your value proposition ideas using 150 words or less and appropriate images of your choice.
·Sample Professional Memo: https://owl.purdue.edu/owl/subject_specific_writing/professional_technical_writing/memos/sample_memo.html
.General Assignment Instructions: https://learn.umgc.edu/d2l/le/lessons/929049/topics/32391796
STEP 3: FORMAT YOUR SUBMISSION TO COMPLY WITH THESE TECHNICAL REQUIREMENTS.
One page is the maximum length of the value proposition. If you are nearing the length maximum, but have more to convey, work on editing your submission for writing effectiveness.
Your ideas and work must be original. You may not copy a value proposition from any source even if you cite that source. You may not reuse an assignment or example from this course, a prior course, or any other session of this course if you are retaking the course.
Your submission must also include a reference list with at least one (1) internal and three (3) external cited sources. The reference list is not part of the 150 words, and is placed on a second page of the document.
Cite in-text the product/service website and the sources for any images used on the reference list.
Requirements: 3 pages
