Rutgers Newark University Furbo Dog Camera Overview Assignment Instructions: Your assignment is to be submitted to the submissions folder on D2L by 8/3 at

Rutgers Newark University Furbo Dog Camera Overview Assignment Instructions:

Your assignment is to be submitted to the submissions folder on D2L by 8/3 at 9:00 AM. The assignment should have a cover sheet with your Last Name and First Initial in 24-point type in the upper right-hand corner of the paper. The next line in the upper right-hand corner should have your section number, In the middle of the cover sheet please write Furbo Assignment. This assignment should be single spaced and 2 pages in length (3 with the cover sheet and exhibits such as a perceptual map don’t count toward page count).

Navigate to www.shopus.Furbo.com and write positioning statement for the Furbo Dog Camera. Before you begin, you may want to consider who is buying pets? And why? You can Google a lot of information. You should do this before any position statement assignment.

Please segment your paper into sections with titles as follows:

Section 1 – Positioning Statement:To target audience (TA) Product X is the frame of reference (FOR) that unique point of difference (UPD).

Section 1 – The TA

Define the TA. In this section you will want to talk about characteristics of the TA, such as:

Size – Size of market
Sufficiency – Whether the group is sufficient to establish a successful business
Accessibility – How to communicate to the group (media habits)
Attitudes
Opinions
Motivations

Section 2 – The FOR

In this section you must identify the competitive set (such as in a perceptual map (see positioning lecture on D2L) You must consider;

Learning Theory – Risk assessment Physical, Psychological, Financial etc.
ELM (see Chapter 6)
Central or Peripheral Route to Persuasion
Visual or Verbal message content (Right or Left Brain)
Media

Section 3 UPD

In this section you must talk about how the products attributes satisfy the needs of the TA and how the product is presented

Stimulus Generalization
Stimulus Discrimination
Brand equity