Determining Communicating the Value Proposition

Assignment Task

A monthly description reimagining restaurant discovery. That’s what Offline promises according to their WeFunder. You are going to dissect their marketing strategy by analyzing how they have determined developed and communicated their value proposition.

Determining and developing your value proposition

1. Based on their WeFunder page, what do you think are the key characteristics of the market segment Offline is targeting? Mention the

i) Psychographics

ii) Demographics

iii) Geographics, and iv) the segment’s behavioral patterns. Refer to the WeFunder page (e.g., quotes, images, video) to substantiate your hunch.

2. Based on Offline’s WeFunder page, what do you think is the target audience’s need they try to satisfy? In your answer, refer to Maslow’s Hierarchy of Needs. Relatedly refer to the WeFunder page (e.g.quotes images video) to substantiate your hunch.

3. From their WeFunder page, Offline’s positioning statement is not entirely clear. Analyze what their service encompasses. Based on what we learned during the course about positioning statements, you will come up with one yourself. Formulate Offline’s positioning statement and briefly explain your decision-making. excluding positioning statement Communicating your value proposition.

4. a. Try to identify Offline's communication objective(s) regarding the creation of their WeFunder page. On which of the five levels of the Hierarchy of Effects [note: this is different from Maslow’s Hierarchy of Needs] is Offline focusing here? You might detect more than one objective - discuss at least 1 and at most 2. communication objective.

b. Based on the communication objective(s) that you identified above, which promotional efforts should theoretically (that is, according to the Hierarchy of Effects) take center stage in Offline Marketing Communications?

5. Which of Cialdini’s persuasion principles are being deployed by Offline on them WeFunder page? Identify at least.

a. Do you think this is the most effective one? Discuss why you think so. If you think other persuasion principles could be more effective in this context, explain which ones and why. max. per persuasion principle.

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