The Focus business is Purple Mattress

1. Has the focus business established a frame of reference? What is it?
2. What are their points of parity? Are they leveraging their points of parity?
3. What are their points of difference? Are they compelling?
4. Choose two important evaluative criteria or attributes that distinguish the focus business from others and draw a perceptual map. Plot the relative location of the brand to competitor brands. Make any necessary explanations to make sure the reader understands the map's implications.
5. Following the guidelines of the "How to Write a Brand Positioning Statement" article, take a crack at writing a positioning statement for the focus business based on opinions of what their positioning should be.
6. Prepare an open-ended question that could be asked of consumers in an in-depth interview. This will help to start building a discussion guide .