As a marketing consultant, you have been asked by one of the following streaming service companies to provide a one-page memo, casually known in marketing as a “Back of the Napkin” concept. This memo will explain the value proposition from an outsider’s perspective. Consider the internal and external environment as well as the company’s competition to demonstrate your unique selling position.
You will use 150 words or less to create a short memo to management and images to communicate your value proposition. At the bottom of your memo, you will include a “back of the napkin image” to illustrate your value proposition. This original illustration you create can be added as a picture within your document or using the Word document tools to create a visual aid. Your memo and illustration will display how your product or service solves a problem for the consumer. You do not have to be an artist. You will need an idea and the ability to summarize. You will submit a single page Word document with the memo and image along with a second reference page. The illustration must go inside the memo document so that only one file is submitted. Be sure that your proposition is clear and concise. Follow the instructions below.
You will be using this value proposition to develop a message campaign later in the course.
Instructions
Step 1: Choose one of the following products or services in consumer markets. There are three category options from which you can choose. Choose just one from any category that interests you the most.
Streaming Services Category
tubi
Disney+
Paramount+
Sling
HBO
B Corporation Category (Legally acknowledged as having a higher standard of purpose or “greater benefit.”)
allbirds
Stonyfield Farm
Patagonia
Thrive Market
Avocado Green Mattress
Energy & Resource Companies (*Apply in B2C framework)
Hess
Chevron
Green Mountain Energy
Step 2: Determine the value proposition for your chosen product or service. Create a memo and images to communicate the Value Proposition.
· What is the value proposition for your product or service? Focus on offerings for customers in the U.S. market only.
· What makes a good value prop?
Value Proposition Chart
·Present your value proposition ideas using 150 words or less and appropriate images of your choice.
·Sample Professional Memo: https://owl.purdue.edu/owl/subject_specific_writing/professional_technical_writing/memos/sample_memo.html
Step 3: Format your submission to comply with these technical requirements.
One page is the maximum length of the value proposition. If you are nearing the length maximum, but have more to convey, work on editing your submission for writing effectiveness.
Your ideas and work must be original. You may not copy a value proposition from any source even if you cite that source. You may not reuse an assignment or example from this course, a prior course, or any other session of this course if you are retaking the course.
Your submission must also include a reference list. The reference list is not part of the 150 words, and the reference list can be placed on a second page of the document.
Cite to the product/service website and the sources for any images used on the reference list.
This assignment does not require a cover page.
See the rubric for grading guidelines. Week 2 – Written Assignment Memo Rubric
