For an assignment, I need to open a new Applebee's (The restaurant) in Toronto, Canada.
What would be the Positioning statement for this Applebee's?
- Create a positioning statement incorporating all 4 elements, for this restaurant.
- Prepare a perceptual map for this restaurant, identifying two unique attributes for the map. Include major competitors (these should includ ones from their competitor analysis) on the map.
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Product positioning consists of arranging for a product to occupy a particular spot in consumers’ minds that allows the product to be perceived as better than its competitors in some way. A product positioning statement is a brief statement of what the product’s distinctive spot is. The perceptual map shows where the product is positioned with respect to important dimensions or qualities that affect consumers’ buying decisions. Let us look at what a positioning statement and perceptual map for Applebee’s might look like.
To think about Applebee’s product positioning, we have to think about what might differentiate it from its competitors. Restaurants might compete with one another on price, food and drink quality, atmosphere, and service. I do not have enough information about Applebee’s and its competitors to know which of these is the dimension along which Applebee’s would most like to distinguish itself from its competitors. It may be that your instructor has given you such information or has told you how to find it. I do know that Applebee’s has changed its slogan (in 2012) from “Eating Good in the Neighborhood” to “See You Tomorrow.” This new slogan was supposed to communicate two things about Applebee’s. It was supposed to communicate that Applebee’s was enlarging its menu to include enough options that people could eat there every day. It was also supposed to help communicate that Applebee’s was moving towards a menu with more ingredients that were fresh and seasonal.
With this in mind, let us look at what Applebee’s might use as a positioning statement. This statement must specify the market segment that Applebee’s wants to pursue, what that segment needs, the concept or type of product that it sells, and the major point that differentiates it from its competitors. Therefore, Applebee’s might have a statement like this: “To people who want a good meal in a friendly atmosphere, Applebee’s is the neighborhood restaurant that provides the highest quality ingredients and most diverse menu at affordable prices.”
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