Describe 2 products (Dove and Dial Soap) attributes (the product’s features)
Give one functional benefit (how the product helps the typical consumer) and psychological benefit (how does owning or using the product make the consumer feel) for each product
Describe the product line that the product is a part of, in terms of number of options offered
Describe the packaging for the two products in terms of color, shape, text/information, overall look
Describe the brand image: What do consumers associate with a particular brand? For each brand, please generate a list of 5-6 words that you think reflect consumers’ perceptions of the brand (e.g., quality, modern, cool, boring, “for hipsters”, green, etc.)
Positioning Statement: Write one positioning statement for each of the two brands. To [target market/need], [brand] is [concept] that [point of difference]. Example: “To up-scale food lovers who are looking for unique food experiences, Vosges is a chocolate that offers the experience of high quality chocolate in surprising and exciting flavor combinations.”
