Market Positioning
Jeep’s Positioning Statement and Position in Market
Q1. Create a positioning statement for the product/service and explain its rationale. The Jeep Grand Cherokee gives the “adventurers, doers and dreamers” more experiences than any other SUV through off-road capabilities, safety and high customer loyalty as awarded by IHS Markit, (Manley, n.d.). During his presentation to investors, Mike Manley, President and CEO of the Jeep Brand, noted that the common consumers are those who explore, look for a journey and have the desire to live out dreams, (n.d.). The consumers of this market spend more time outdoors and in nature’s elements or wishing to participate in such activities on a more regular basis. Due to this, the Jeep Brand markets the Grand Cherokee to appeal to these consumers through marketing campaigns. As noted by Kelley Blue Book reviewer Matt Degen, “its off-road credentials are legit, while higher trims could pass for a luxury SUV,” (n.d.). The off-road capabilities that Degen discusses includes what the Jeep brand advertises on the product information webite, “… equipped with a proven 4x4 system to help you get through where others get stuck or when the weather gets rough and all you want to do is get home safe and …show more content…
In addition, the firm has adjusted vehicles to feature more eco-friendly features allowing the vehicle to earn another award, “The 2015 Jeep Grand Cherokee EcoDiesel was named the Green SUV of 2015 by Green Car Journal,” (Palmen, 2015). In addition to the values, the visual identity is noticeable. The JEEP logo is attached to the front of the vehicles with the words “Grand Cherokee” embossed on the front driver and passenger door. This allows the Grand Cherokee consumers to feel included in a particular group or association with other Grand Cherokee drivers, (2018 Jeep Grand Cherokee,
Jeep’s Positioning Statement and Position in Market
Q1. Create a positioning statement for the product/service and explain its rationale. The Jeep Grand Cherokee gives the “adventurers, doers and dreamers” more experiences than any other SUV through off-road capabilities, safety and high customer loyalty as awarded by IHS Markit, (Manley, n.d.). During his presentation to investors, Mike Manley, President and CEO of the Jeep Brand, noted that the common consumers are those who explore, look for a journey and have the desire to live out dreams, (n.d.). The consumers of this market spend more time outdoors and in nature’s elements or wishing to participate in such activities on a more regular basis. Due to this, the Jeep Brand markets the Grand Cherokee to appeal to these consumers through marketing campaigns. As noted by Kelley Blue Book reviewer Matt Degen, “its off-road credentials are legit, while higher trims could pass for a luxury SUV,” (n.d.). The off-road capabilities that Degen discusses includes what the Jeep brand advertises on the product information webite, “… equipped with a proven 4x4 system to help you get through where others get stuck or when the weather gets rough and all you want to do is get home safe and …show more content…
In addition, the firm has adjusted vehicles to feature more eco-friendly features allowing the vehicle to earn another award, “The 2015 Jeep Grand Cherokee EcoDiesel was named the Green SUV of 2015 by Green Car Journal,” (Palmen, 2015). In addition to the values, the visual identity is noticeable. The JEEP logo is attached to the front of the vehicles with the words “Grand Cherokee” embossed on the front driver and passenger door. This allows the Grand Cherokee consumers to feel included in a particular group or association with other Grand Cherokee drivers, (2018 Jeep Grand Cherokee,