SOLUTION: Northeastern University Sun Bum Brand Positioning in Social Media Essay


Attached.

1
Running head: BRAND POSITIONING

Brand Positioning:
Student’s name
Student’s institution

2
BRAND POSITIONING
Brand Positioning:
Brand positioning is the local situate the assemblage wants to own in the target customers’
mind. It demises how a assemblage wants customers to conceive environing its results, benefits of the
product, and the likeness of the result to the collective collective. The disgrace positioning diplomacy at
Sun Bum revolves encircling the sensitizing the consequence of the dangers of UV unweighty and the
insufficiency to use the result to obstruct cancer (SunBum, 2020). In this perspective, the disgrace
positioning nucleuses on the preferment of the structure as a caring assemblage to customers to
cause faith unarranged its target customers. Sun Bum to-boot positions itself as a well-inclined result
due to its farcical logo (Aitken, 2016). The likeness appeals to outcome and cause the emotion
that the result is not barely well-inclined but impregnable to use.
• Where conquer you sit in the dispense?
Using the disgrace diplomacy over conquer relieve the assemblage to sit very-much in the dispense. The
reason for this is gone the use of educational platforms as a disgraceing diplomacy causes the
emotion that the assemblage troubles environing its clients hence establishing faith in the results.
Furthermore, combing faith delay the appealing logo helps to govern customers to use a
product. These two rudiments relieve in enhancing the sales of a assemblage due to increased dispense
size and party-out of to the structure. From this perspective, Sun Bum conquer sit at a higher
situate in the dispense due to increased fruits.
• Who conquer you rival opposite?
Competitors demise other structures in the perseverance such as Neutrogena, Banana Boat,
Coppertone, and Bare republic. Neutrogena is a cosmetic, husk, and hair trouble assemblage in Los
Angeles. The assemblage is a weighty opponent due to its divers dispense party-out that

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BRAND POSITIONING
comprises of distributions to more than seventy countries (Neutrogena, 2020). On the other
hand, Banana Boat is an structure that provides sun safety results. However, the
assemblage is not a weighty opponents of sunscreen results gone it exuberant its result
line of-late to grasp the results (Bananaboat, 2020). Regardless of the emanationion the
assemblage is a amiable opponent gone it is a adventitious creator of seemliness and health
products. Alternatively, Coppertone is a Whippany sunscreen assemblage, forasmuch-as Bare
Recollective is an eco-well-inclined sunscreen.

Who conquer you target?

The assemblage conquer target school students, in-particular ladies due to one main rudiment.
Ladies at this measure congregate more on seemliness and how they behold as compared to any other
knot of tribe. Furthermore, school students entertain spacious term to investigate the coast and
engage in fun activities, which is a rudiment that makes tribe in the knot hold a
weighty party of the target dispense. In this perspective, sensitizing the consequence of
protecting from UV unweighty conquer cause the emotion that the result considers the insufficiency of the
target dispense to entertain fun delayout worrying environing the suspension that sun rays conquer entertain on a
person’s husk.
Social Resources ROI
WHO

WHERE
CHANNEL/
ENVIRONM
ENT

WHAT
CONTENT/
SENTIMENT

WHEN
DATE/
FREQU
ENCY

WHY
PURPOSE/
PERFORMA
NCE

OPPORTUNIT
IES AND
CHALLENGE
S

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BRAND POSITIONING
COMPANY Facebook
• Videos
• Photos
• Produc
ts
• Texts

Twitter
• Text
• Videos
• Anima
tions
• Picture
s
• Links

Supporting
messages delay
photos and
videos
• Few likes
• Few
shares
• Few
comments

Two
posts
per
week

Enhance
company
image
• Few
reactio
ns
• Few
shares

Challenge: The
few likes,
comments, and
shares reduce
the plan to
promote
assemblage likeness.

Communicating
and engaging
delay the
community
• Few likes
• No
comments
• Very few
retweets

Inconsis Engage the
tent
community
posts
• Very
with
small
several
reactio
posts
ns
per day.
• More
likes
than
comme
nts
Once a Involve the
day
order in
its activities
and promote
products
• Many
likes
• Moder
ate
comme
nts
• Many
follow
ers
One
Promote
video
products
per
• Few
month
views
• Low
market
growth

Challenge: The
fine sum of
followers

Instagram
Sharing Photos
• Videos
• Many
likes
• Captio
ns
• Moderate
comments
• Picture
s
depending
on a support

YouTube
Posting Videos
• Videos
• Low
viewershi
p

Opportunity: A
amiable dispenseing
platform

Challenge: A
low sum of
subscribers

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BRAND POSITIONING
CONSUME Facebook
R
• Texts
• Picture
s

Sharing photos
• Many
likes
(Ranging
from 2000
to 6,000
per support)
• Average
sum of
comments
(100 to
800 per
post)
Twitter
Sharing links
• Picture and pictures
s
from websites
• Videos
• Average
likes
• Text
(From 100
• Hashta
gs
to 1000
per support)
• A high
sum of
views
(30,000 to
50,000)
• Few
retweets
• Fluctuatin
g
Comments
from 30 to
200 per
post
Seeking
assistence
• Regarding
product
availabilit
y
• Regarding
which
result to
use

22 supports Show
per day assemblage’s
activities
• Many
comme
nts
• Many
likes

25
Promote the
tweets
products
per day
• Few
500
comme
retweets
nts
per day
• Few
retweet
s
Promote the
company
• Moder
ate
likes
• Few
retweet
s

Opport
unity:
Potential
growth
of the
company

Opportunity:
Possible growth
in order
engagement

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BRAND POSITIONING
Instagram
Sharing Photos
• Picture
• Excess
s
likes
• Few
comments
• Minimal
shares
COMPETIT Facebook
Sharing photos
OR
• Picture
• Few
(Neutrogena
s
shares
)
• Texts
• Few likes
• Links
• Few
comments
Twitter
Posting photos
• Picture
• Few likes
s
• Few
tweets
• Hashta
gs
• Many
views
• Text
• Links
• Few
retweets

One
support per
day

Promote
company
• Many
likes
• Few
comme
nts
Respond to
customers
• Few
comme
nts

Opportunity:
Vibrant
Instagram
community

One
support per
week

Product
promotion
• Few
likes
• Few
retweet
s

Challenge:
Limited
followers’
engagement

Instagram
Sharing pictures
• Picture
• Many
s
likes
• Text
• Moderate
comments
• Many
views

Two
posts
per
week

Drive to
Websites
• Many
visits

You tube
Sharing videos
• Videos
• Few conceptions
• Few likes
• Countable
comments

Three
posts
per
month

Opportunity:
Instagram as an
effective
marketing
platform
Positive
reaction from
the collective resources
community
Considerable
comments and
questions
regarding
product
availability
Challenge:
Account is not
very appealing

One
support per
day

Product
promotion
• Many
likes
• Many
views
• Consid
erable
comme
nts
Promote
products
• Few
views
(betwe
en 5001000)

Opportunity:
Considerable
responses

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BRAND POSITIONING

Few
subscriber
s

Few
comme
nts

Analysis of the collective resources platform
In an overconception of the collective resources platforms of to the assemblage, Sun Bum has
58,364 escort on Face Book, 6972 escort on Twitter, 282,000 escort on Instagram,
and 4180 subscribers on YouTube. From this perspective, it is serene that the structure does
not entertain a weighty collective resources govern privately from its Instagram manage. As shown in the
information over, the lowest collective resources forthcoming is Twitter gone tribe cannot see tweets
of the assemblage as a collective support, differently YouTube. Given that the assemblage receives very few
retweets, Sun Bum, accordingly, enjoys a fine collective resources forthcoming and impression regarding
Twitter.
Another closely tideless totality of the assemblage is YouTube. Although the condition provided
collective videos, which resources that any individual can conception a video delayout necessarily
subscribing to a resources, the structure quiet has few conceptions on YouTube, which resources that
the assemblage lacks appealing achieveing that conquer expedite tribe to entertain an curiosity-behalf in conceptioning
willing uploaded by the structure. Despite the tideless disposition of these two totalitys, the
assemblage has a large forthcoming on Instagram and Facebook. However, its Facebook
order is sleeping due to the few likes and comments pertaining to the assemblage’s supports.
The office is concordant to that of Twitter and YouTube. On the other index, Instagram shows a
high germinative of decent the structure’s principal dispenseing platform.
In a reconception of the collective resources pages, the assemblage chiefly congregates on the creation
of a amiable assemblage likeness by showing its activities in the order. Furthermore, the

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BRAND POSITIONING
assemblage hostilitiess for an end of cancer cases and the obstruction of the pabulum to expedite its
sales by insisting that Sun Bum’s results congregate on the obstruction of cancer. In this
perspective, the assemblage does not quickly promulge its results but shows its aid in
society as a dispenseing diplomacy. On another voice, in a comparison of the assemblage’s collective
resources import delay that of Neutrogena, Sun Bum lags rearwards in stipulations of collective resources
presence. Therefore, the structure insufficiencys to appliance effectual diplomacy that conquer relieve in
promoting its collective resources hostilitiess.
Recommendation of strategies of collective resources hostilities
One of the most effectual collective resources hostilities reinstatement system is ensuring that
the hostilitiess strain the target dispense. In this perspective, the assemblage should fix that its
marketing hostilitiess nucleus on issues that curiosity-behalf tribe in its target dispense. For
instance, gone Sun Bum targets school girls, the assemblage can use approved celebrities to
promulge its results. It is to-boot main to stir the two-of-a-trade. The tactic ...