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Instructions In this assignment, you will research both Sephora and Ulta Beauty.
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In this assignment, you will research both Sephora and Ulta Beauty. Your goal is to write a compelling positioning statement for each brand using the model we discussed in class.
The Positioning Statements (30 Points)
Write two positioning statements – one for Sephora and one for Ulta Beauty. Each positioning statement must include the following as discussed in class:
The Target Audience
The Category or Frame of Reference
The Key Benefits
Reasons to Believe those Key Benefits
You must clearly label each of the above elements within each of your statements.
Brief Rationale & Analysis (20 Points) – 3 Paragraphs
How do the target audiences and key benefits of each brand differ?
What is the emotional appeal of each Positioning Statement and how do they differ from each other?
How do these statements create differentiation for each of these two brands, as defined by the STAR brands model?
Remember to include a list of your research sources, using the APA Citation Style.
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