The Futon Store

The Futon Store

Get Out Assignment #2

Helping You Succeed, Inc.

March 11, 2012

Table of Contents

I. Introduction

II. Market Segment and Target Analysis

III. SWOT Analysis

IV. My Retailer Positioning

A. My Retailer Customer Target Description

B. My Retailer Image or Positioning

C. My Retailer’s Current Tagline

D. Proposed Taglines

1. Benefit Positioning

2. User Positioning

3. Competitive Positioning

E. Recommended Tagline

V. Value Proposition

A. Current Value Proposition

B. Revised Value Proposition

VI. Campaign Objectives

A. Communication Objectives

B. Sales Objectives

VII. Evaluation

VIII. Appendix

Introduction

The Futon Store has so much to offer above and beyond what its competitors can. Although the other retailers offer a broader range of furniture, these stores do not offer the futons on the same level as the store that is designed specifically for futons. The Futon Store has the upper hand in customization so we found that the new positioning statement should be “Your personality transformed to comfort with customizing your style while we customize the price.” Unlike our competitors, we are letting our customers know that instead of settling on a color or a style you can create your own with us. According to our analysis found from our data below, it can be said that consumers are looking for convenience and price. Since The Futon Store has broaden its range of products to include items such as mattresses and other small furniture pieces it has opened itself to a new market allowing customers the opportunity to conveniently shop for empty rooms. This statement also informs the consumer that The Futon Store offers a broad range of prices to fit any budget. The analyzed data really helped us to see the attributes of The Futon Store and its competitors. The goal for the Futon Store is not to go beyond other retailer and what they offer,...