Question

Product Differentiating and Value Proposition
Pick one of the target audience, imagine or make up a benefit, then come up with a slogan or your value proposition (keep it simple)

Target audience for our local bakery & breakfast restaurant	Imagine or make up a benefit	Value proposition or slogan
Local Businesses
Retirees
Time starved professionals
Low income families
Healthy eaters
Donut Eaters

Features and perceptions for our local bakery & breakfast restaurant
Identify our competitor’s (IHop, Tim Horton, Dunkin Donuts) weakness or threats . Pick one thing:

• Experience
• Product, quality, cost, selection
• Rational or irrational perceptions

Now leap frog them

• What can we do better at our restaurant or bakery?
• What is our specialty or our niche?

Features and perceptions	IHop or Dunkin Donut Weaknesses or Threats	How we might leap frog
Shopping experience
Product quality, cost, selection
Rational or irrational perceptions

Answer 1

A breakfast restaurant and local bakery store is a valuable asset to have in the neighborhood. Whenever, we want to enjoy some nice morning with a delicious breakfast, we can turn out to it, moreover, it also serves as an important store when it comes to our daily bakery needs. If we need to choose one among the given audience as our target customer, it is better we go for Retirees. This is because, the Retirees usually have a lot of time to spare and are usually bored with the daily routine throughout their work life. They would want to try their delicious morning breakfast outside in a local restaurant.

Our competitors, among the given list would most probably be Dunkin Donuts, with the range, variety and the quality of foods they offer. The weakness or threat of Dunkin Donut would be its Rational or irrational perception. Dunkin Donuts would offer a price range which might be very rational for some products and very irrational for some. We need to target the irrational part first and offer same or better quality of those products at cheaper rates which might seem more rational to the consumers. The advertising of our store also must be better than Dunkin Donuts, as only then the consumers would first get more attracted.