1. Two segments are described here. Identify the points of parity (POPs) and points of difference (PODs) of the milkshake for these two segments
Ans. The point of parity (POPs) of the milkshake for the two segments is that they both serves a job or a purpose to each and every customer. They do not only aim to satisfy the customer with their drink but both the milkshake for the two segments aims to understand what job does their milkshake were being hired to. On the other hand, the point of difference (PODs) of the first segment is that the milkshake was considered to be the best product for customers who wants to occupy themselves during long commutes to work and who tries to avoid foods that create crumbs and makes their hands sticky while their driving. Milkshake purchased by these people are thicker and has real chunked fruit which makes it longer to be consumed than usual. This has then just serve the job for this segment. For the second segment, the point of difference (PODs) is that the milkshake is usually bought by parents who at the end of the day wants to appease their children after spending the whole day answering “No” and give them a special treat. Its milkshake is thinner than the first segment, it mostly appeal to a younger audience because it is served in a smaller and entertaining cups and lastly it would only takes them less time to consume it, hence not leaving their parents wait for them for half an hour to finish it.
2. For each of the 2 segments, write a positioning statement
Ans. First Segment: To busy customers who faces a long, boring commute to work and needed that extra hand busy, our milkshake is the best drink that would make the commute more interesting because it is thicker and has real chunked fruit which you can enjoy during the ride without creating crumbs and making your hands sticky.
Second Segment: To loving parents who want to appease and give a special treat to their children, our milkshake is the drink that would make your children happy and that won’t leave you waiting for half an hour because our milkshake is thinner in consistency compared to other milkshakes.
