Positioning: 2Puggles Case Study
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Subject Area: Other | Grade Level: 10
Lesson Length: 30 minutes
Keywords/Tags: positioning, target market, digital marketing, social media marketing, position statement
Lesson Description: Social media is a part of a larger digital marketing strategy is one of the most effective ways to increase brand awareness. The goal is to utilize it to reach a wider target market and audience, by creating and sharing valuable content. Businesses can attract and engage with potential customers who may not have heard of them before and reach a larger audience by utilizing effective social media strategies. In this lesson, students will explore a case study on a woodworking shop. The learning objectives for this lesson are for students to gain experience in considering aspects of product positioning, writing a positioning statement, and evaluating a positioning statement.

  • Other MKT-PDM-3: Analyze the role of the promotional mix in a competitive economic environment.rn- 3.4: Explain the factors used to position products or services and the importance of positioning in marketing communications
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Reading : 2Puggles Case Study
Instructions: After watching the video, review the case study information provided. Complete a case report that identifies specific suggestions for how 2Puggles can effectively position its clocks online as luxuries that are affordable and well-made. You will be asked to write a positioning statement for the company.

Introduction: 
2Puggles is an artisan woodworking shop in North Carolina that provides a variety of natural wood products, including earrings, bookmarks, clocks, and coasters. Moving forward, the company wants to increase its sales of clocks. The products owner sees the potential clocks have as heirlooms for customers' families. 
2Puggles has a history of participating in multiple craft fairs and offers their products online. 

Case Study Information: Target Market

It may be difficult to determine a specific target audience for handmade products sold online. However, according to an article by Business Insider (2016) 22% of US adults said in a recent Pew survey they have purchased a handmade product online. The survey also revealed that women are almost twice as alikely as men to buy handmade goods online with 29% of women saying they had done so before, compared to 15% for the male population. The article also indicates that on top of that, customers who tend to buy goods online that are handmade tend to be college-educated and young. 

Case Study Question:
How can 2Puggles effectively position its clocks as affordable luxuries to eventually become family heirlooms?

Video : 2Puggles Video Case Study
Instructions: Please watch the following video as many times as needed before starting to go through other lesson pages. Understanding the content of the video is very important since the lesson activities will be all about this video content.
Description: In this video, you will hear from the owner of 2Puggles, Steve Smith, as he explains his business model and goals for his company. After watching the video, you will complete the 2Puggles Case Study and help Mr. Smith come up with a way to position his company.
Resources : 2Puggles Resources
Instructions: Please copy the links to the additional external resources to help you learn more about the company, their social media presence, and read more from the Business Insider Article.
There are no resources.
Description: 1. Business Insider Article: https://www.businessinsider.com/women-are-twice-as-likely-as-men-to-purchase-handmade-goods-online-2016-6rnrnrn2. 2Pugglees Website: https://www.2puggles.com/rnrnrn3. 2Puggles Facebook: https://www.facebook.com/2puggleswoodwonders/rnrnrn4. 2Puggles Instagram: https://www.instagram.com/2puggles_/rnrnrn5. 2Puggles Ebay: https://www.ebay.com/str/2puggles
Assignment : 2Puggles Case Study Part A

Complete this case report by answering each of the questions and prompts in Part A. After you complete this, you will write a positioning statement for 2Puggles as described in Part B.

Part A: Provide responses to each of the following prompts and questions. 

1. How has 2Puggles found success in the past?

2 Who are the two groups identified as target audiences for 2Puggles clocks?

3. What price range is given for the clocks?

4. What are defining characteristics of 2Puggles clocks?

5. What is a challenge the owner faces with presenting his clocks online?

Things to consider

6. What are the advantages of selling clocks online as opposed to in person or in stores?

7. Are there any mentioned (or unmentioned) advantages to selling clocks online and in person? Explain.

8. What are the most likely ways for the target audience to find out about 2Puggles clocks?

Assignment : 2Puggles Case Study Part B

Write a positioning statement for 2Puggles clocks by following he positioning statement template given below:

___________(Company/Brand/Product Name) will be known by __________(insert target audience) as/for ____________________ (state goal(s) for audience perception) by providing _______________ (give specific required actions for reaching goal) to stand out among other brands in the ________________ (brand/product category).