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Brand positioning of Dominos


PART A Brand Positioning (Based on Competitive Analysis and STP Analysis- segmentation – Targeting & Positioning

i. Assess the product’s/brand’s category position (e.g. market leader), the product category need it satisfies, its target customers, and the key benefit it offers consumers, relative to other brands in its competitive set (i.e., how it is positioned, or USP). You will need to conduct some level of research in order to identify how this brand compares with its competitors. You should do this by identifying the important benefits the brand delivers (i.e., what the consumer derives from the brand’s product attributes), from most important to least important, and assessing how it performs relative to its competitors. The brand should be positioned in terms of the important benefit on which it delivers superior performance.

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