2022/10/09

POSITIONING STATEMENT (4.7)

STUDENT NAME | YUSHAN WANG

Analyze the positioning of an existing brand of your choosing

Brand POSITIONING

RedBook

Who (Target) People want a trendy lifestyle and love to share their shopping
experience or life experience. Mainly 18-45 who lives first and second
tier cities with middle to upper income

Why They want to follow the trend in shopping products and trying new
services but they are doubtful about the advertisements and would
(Problem/Need) rather trust other common users’ recommendation.

What A content sharing community that people could share their life
experience and product/service recommendation.

Where Online community to cover entire China

Instead of Primary: TikTok, WeChat; Weibo, Dianping

(Competition) Secondary: on site recommendation in stores; new communication

apps that people could ask their friends for recommendation and
opinions

Benefit Functional benefit: listen to true reviews and recommendations

Emotional benefit: interact with others that also want a trendy life and
loves sharing, representing their lifestyle

Economic benefit: Free application to look for reviews and advice.

Reason to Over 300 million users are active on the apps to share or to view others
content to make decision on shopping or doing other things in life. The
Believe app is easy for everyone to search the content that users are interested
in. Celebrities are using the app to make recommendations. The app is
free of charge.

Brand Sincerity. Trendy. Friendly. Charming.

Character Like a close friend that would give you sincere and reasonable advice
to make your decision fit with the trend.

Core Idea The app enables users to share their true feelings and comments after
using a product or service so as to help others to make decision when
they are facing the same choices. Genuine guide in shopping and life.

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