a). Provide a description of your product as well as the brand, and brand situation. How is your brand currently positioned? Are consumers aware of your brand? Are they aware of its benefits? What is the common attitude towards your brand? Who are the current consumers of your brand? Are they loyal to your brand? What about your major competition? Specify what research was done to address these questions.
Sur La Table offers a remarkable assortment of authentic cookware and serving pieces to prepare cuisines from different countries. Sur La Table’s products are true celebration of cooking and entertaining, featuring the world’s finest cookware, bakeware, serveware and much more. Cooking is love, the more you cook the more you realize is to give someone big hugs. Slow food movement makes the company to focus on offering customers who want to cook and really enjoy cooking. Therefore, the company positioned themselves as a high quality of cooking wares and cooking joy provider. Benefit the company offers is that they offer the best and variety of cooking wares. A little bit expensive but enjoying shopping there because it has everything. However, the customer survice is terrible. Our customers are 75-80% are women, more than 40, highly educated. Competitors are Williams-Sonoma, Crate & Barrel.
http://www.cbsnews.com/video/watch/?id=50136348n CEO interview
b). Background Information Relevant to Advertising: Are there any environmental factors or trends (cultural, technological, economic, legal, etc.) that might affect your advertising strategy? Only discuss these issues if they are not obvious and if you think they are relevant to your advertising. Are there any potential weaknesses and/or threats to your success that you will have to resolve? Are there any strengths and/or opportunities you wish to focus on? You do not need to do a complete (or even an...
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