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Marketing, Others, Pages: 1

MRKT 310 UMGC Value Proposition for A Product or Service Memorandum

MRKT 310 UMGC Value Proposition for A Product or Service Memorandum

TO:      Asad Ayaz, Chief Brand Officer, Disney+

FROM: Marketing Consultant

DATE: May 21, 2025

SUBJECT: Disney+ Competitive Value Proposition

Research indicates that streaming services are the future of content distribution. Streaming leverages advanced technology and familiar pastime methods to bolster the consumer experience. Undeniably, many streaming services have emerged as the new technology takes shape, such that it becomes difficult for the consumer to decide which is the best. However, Disney+ has emerged as one of the optimal solutions in the streaming industry (Sturgill, 2019): MRKT 310 UMGC Value Proposition for A Product or Service Memorandum.

Unlike other platforms, Disney+ combines modernity and classics to improve the consumer experience. Further, Disney’s ability to satisfy quantity, quality, innovation, and diversity is something that other companies need to learn from (Deng, 2022). Also, Disney has imposed extremely competitive prices to attract customers, aware that the company no longer has the leverage to beat experienced players like Netflix (Deng, 2022). Also, Disney+ has physical reach besides its traditional and modern streaming platforms.

References

Deng, Z. (2022). Analysis of Disney’s marketing strategy and competitiveness —— based on 4PS theory and SWOT analysis. BCP Business & Management, 34, 449–455. https://doi.org/10.54691/bcpbm.v34i.3048

Sturgill, J. (2019). Beyond the castle: An analysis of the strategic implications of Disney+. Undergraduate Honors Theses. https://dc.etsu.edu/cgi/viewcontent.cgi?article=1554&context=honors

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Question 

Assignment Task Overview
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
    • Max (formerly HBO Max)
  • 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

      MRKT 310 UMGC Value Proposition for A Product or Service Memorandum

      MRKT 310 UMGC Value Proposition for A Product or Service Memorandum

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:

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.