CRAFTING THE BRAND POSITIONING
|
|
|
- Thomas Blankenship
- 5 years ago
- Views:
Transcription
1 CRAFTING THE BRAND POSITIONING
2
3 Positioning of Café Coffee Day
4 Positioning Positioning is the act of designing the company s offering and image to occupy a distinctive place in the mind of the target market.
5 ..
6 What? Positioning is owning a consumer s mind. Positioning is not what you do to a product It s what you do to the prospect s mind. You position the product into the consumer s mind. It s incorrect to call it product positioning Ries & Trout
7 Why? The Assault on our Mind! The Product Explosion The Media Explosion The Advertising Explosion So Little message gets through that you ignore the sender and concentrate on receiver.
8 How? The easy way to get into the customer s mind is to be first!! If you didn t get into the mind of the customer s first; then you have a positioning problem. Better to be the First than to be the Best! In the positioning era, you must however, be first to get into the prospect s mind.
9 The Advantage of being first!
10 How? The basic approach is not to create something new or different but manipulate what is already in the customer s mind. To find a unique position you must ignore conventional logic. Conventional logic says, you find concept inside product. Not true; Look inside prospect s mind
11 Uncola Drink!! You won t find uncola idea inside 7 Up but you ll find it in the drinker s head.
12 Components of Positioning Product Class Consumer Segmentation Perception relative to Competitors Benefits and Attributes
13 Product Class The set of products and brands which are perceived as substitutes to satisfy some specific consumer needs
14 Consumer Segmentation Positioning main focus is on target consumer s characteristics, needs and expectations. Target market and positioning strategies are like the two sides of a coin. They are inseparable; each depends on other.
15 Perceptual Mapping Perceptual Mapping techniques identify the underlying dimensions that differentiate consumer perceptions of products and the position of existing product on the dimensions.
16 Oil Brands & Attributes Brands Arnica Cantharidine Dabur Amla Jabakusum Keo Karpin Mahabhringraj Parachute Tata s Attributes Keeps Hair Healthy Makes Hair greasy/oily Makes Hair glossy Helps Hair growth Prevents Hair Fall Prevents Dandruff Has a pleasant Perfume Modern Meant for People Like me Inexpensive
17 Mean Score obtained 1-5 Arnica Cantharidin e Dabur Amla Jabakusum Keo Karpin Mahabhringraj Parachute Tata s Overall a good brand Keeps Hair Health Makes hair greasy Makes hair glossy Helps hair growth Prevents hair falling Prevents dandruff Pleasant perfume Modern A brand for me Inexpensive
18 Perceptual Map
19 Benefits & Attributes WIIIFM Solution that brand offers to its target customers. Must offer a benefit, which is of importance to the customer.
20 Differentiation According to Theodore Levitt: The new competition is not between what companies produce in their factories; but between what they add to their factory output in the form of packaging, services, advertising, customer advice, financing, delivery arrangement, warehousing, and other things that people value.
21 Differential Advantage Who am I? What am I? For Whom am I? Why me?
22 WHO AM I? Concerns with the corporate credentials of the brand. The prospect s urged to think of the brand in terms of it origins.
23 Positioning By Corporate Identity Positioning By Brand Endorsement
24 WHAT AM I? Positioning strategies around this question relate to the product s functional capabilities.
25 . Category Related Positioning Benefit Related Positioning Positioning by Usage Occasion and Time of Use Price-Quality Positioning
26 Category Related Positioning Positioning the existing basic product in another category, provided the attributes of the product match consumer expectation from that category.
27 Nike Category Positioning Basket ball Shoes Running Shoes Jogging Shoes Gym Shoes
28 Benefit Related Positioning Successful consumer products promise one or at the most two benefits. CEAT Tyres
29 Different Benefits Economy: those who low for low prices Cosmetic: those who want bright teeth Taste: mint, clove or salt Medicinal: Prevention of decay
30 A hypothetical brand Brownvita As health Beverage The health drink that s full of taste. Energy drink emphasizing its carbohydrate contents The health drink packed with energy. Drink with natural goodness of malt, milk & cocoa The health drink full of Natural Goodness.
31 Positioning by Usage Occasion and Time of Use - DETTOL Use with bathing water for a completely germfree bath Use with mopping water to disinfect floors completely Use in washing laundry to disinfect your clothes
32 Price-Quality Positioning The price quality approach of Positioning uses the relation between price and quality such that it optimally prices a product according to the quality of the product to keep the product higher in the customers mind.
33 For Whom am I? Positioning the brand by target segment
34 Demographic
35 Behavioral
36 Psychographic what am I seen as Corporate Power Dressing Youth oriented For those who dare
37 Why Me?
38 Positioning by unique feature
39 Positioning by Competitor
40 SPANISH OLIVE OIL Spain Produces 45% of world s olive oil Italy: 21%
41 The Problem Spain is the dominant leader in olive oil production. But Italy is perceived as king. Spain makes most of the oil while Italy makes most of the money.
42 Step one: Positioning The world s no. 1 Producer
43 Step Two: Dramatization Two thousand years the Roman were our best customers. Today, They still are.
44 Positioning by Heritage
45 United States Computers & Airplanes
46 Japan Automobile & Electronics
47 Switzerland Banking & Watches
48 France Wine & Perfumes
49 ITALY Design & Clothing
50 Distinctive Identity
51 Diverse Cultural Spectrum
52 Leadership Psychology Humans tend to equate bigness with success and social status.
53 Positioning by Leadership
54 ..
55 Happy Ending.
56 Repositioning An exercise to create a new positioning for an existing product in the consumers mind.
57 Repositioning is required when The original Positioning becomes less attractive It gets Eroded due to longevity Positioning seized by competition When competition positions their product positioning too close. When the taste and need of the market change
58 To Increase relevance to the consumer To Increase occasions for use To increase sales Bringing in new customers Making the brand contemporary Differentiate from other brands
International Marketing Management. Topic 6. Branding Strategy and international product policy
International Marketing Management Topic 6. Branding Strategy and international product policy Trademark. A Trademark (Brand) is a name, term, sign, symbol, or any other feature that has the purpose of
Market segmentation, targeting, and positioning Marketing 3331
Market segmentation, targeting, and positioning Marketing 3331 IN MARKETING NEW S TODAY 2 Stand By You Since 1988, our employees have helped provide more than 79 million cans of water to cities across
PERSONAL SELLING (PART-3) PRODUCT KNOWLEDGE
PERSONAL SELLING (PART-3) PRODUCT KNOWLEDGE 1. INTRODUCTION Hello students, Welcome to the series on personal selling. Today we are going to study about Product knowledge in personal selling. Definition
Much has been and continues to
CUSTOMER-FOCUSED BRAND POSITIONING A BREAKTHROUGH METHODOLOGY Brand positioning and brand communication are important and difficult topics for most marketers. How to position your brand and how to communicate
Chapter 2 The Role of IMC in the Marketing Process. Learning Objectives. Learning Objectives
Chapter 2 The Role of IMC in the Marketing Process Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Topic 1: MMK266 Summary Notes. What is Consumer Behaviour? CONSUMER BEHAVIOUR SUMMARY NOTES
MMK266 Summary Notes Topic 1: What is Consumer Behaviour? Consumer behaviour: Consumer behaviour is defined as the behaviour that consumers undertake in searching for, purchasing, using, evaluating and
IBMS / University of Applied Sciences. Raymond Reinhardt. 3R Business Development 3R POSITIONING
IBMS / University of Applied Sciences Raymond Reinhardt 3R Business Development raymond.reinhardt@3r-bdc.com 3R 1 Identifying consumer groups & positioning M Core strategy: the identification of a group
Your Guide to Tracking Brand Performance
Table of Contents Your Guide to Tracking Brand Performance 6-month update: A case study on L Oréal and the shampoo market 1 Summary of Oréal brand findings findings What you ll learn in this guide We ll
Advertising Introduction
25 Advertising 25.1 Introduction You have already learnt about the term sales promotion in your previous lesson. Advertising is an important technique of sales promotion used by business firms. You watch
International Journal of Economics and Society June 2015, Issue 2
OPERATIONAL AND STRATEGIC POSITIONING OF ENTERPRISES IN THE TARGET MARKET Olesya Lopatovska, Ph.D student, Department of marketing, Khmelnitsky National University, Ukraine Abstract. This article focuses
MIDTERM EXAMINATION. Spring MKT624- Brand Management (Session - 2)
MKT624 Brand Management Composed By Faheem Saqib A Mega File Of Mid Term Exams and Quizzes For more Help Rep At Faheem_saqib2003@yahoo.com 0334-6034849 MIDTERM EXAMINATION Spring 2009 MKT624- Brand Management
THE BIG PICTURE: Marketing Management. Source of Volume Segmentation Case Discussion. Nilüfer Aydınoğlu Aug 20, 2013
THE BIG PICTURE: Marketing Management Source of Volume Segmentation Case Discussion Nilüfer Aydınoğlu Aug 20, 2013 THE BIG PICTURE execute product STP service business objective entity goal competence
BRAND PREFERENCE OF BRANDED COCONUT OIL CONSUMER IN COIMBATORE CITY AN ANALYTICAL STUDY
Available online at http://www.ijasrd.org/in International Journal of Advanced Scientific Research & Development Vol. 04, Spl. Iss. 02, Ver. I, Feb 2017, pp. 40 48 e-issn: 2395-6089 p-issn: 2394-8906 BRAND
Principles Of Marketing _ MGT 301. Lesson 18
Lesson 18 Lesson overview and learning objectives: In last Lesson we studied the segmentation to day we will continue the same topic and market targeting, and market positioning MARKET SEGMENTATION (CONTINUED)
Please More People! Since More Convenience. More Product Variety. More Satisfied Customers and Employees. FACTORY DIRECT VENDING CATALOG
FACTORY DIRECT VENDING CATALOG Please More People! More Convenience. More Product Variety. More Satisfied Customers and Employees. From the WORLD S LARGEST manufacturer of Individually owned vending equipment.
NATIONAL CERTIFICATE (VOCATIONAL) MARKETING NQF LEVEL 2 SUPPLEMENTARY EXAMINATION 2010
NATIONAL CERTIFICATE (VOCATIONAL) MARKETING NQF LEVEL 2 SUPPLEMENTARY EXAMINATION 2010 (3041002) 15 March (X-Paper) 09:00 11:30 This question paper consists of 9 pages and 1-page answer sheet. (3041002)
MMK277 Marketing Management Summary Notes
MMK277 Marketing Management Summary Notes Topic 1: Definitions: Marketing: [p. 4 ]. The process by which companies create value for customers and build strong customer relationships in order to capture
UNIVERSITY OF BOLTON OFF CAMPUS DIVISION RAS AL KHAIMAH BUSINESS MANAGEMENT TRIMESTER 3 EXAMINATION 2016/2017 MARKETING PRINCIPLES MODULE NO.
OCD097 UNIVERSITY OF BOLTON OFF CAMPUS DIVISION RAS AL KHAIMAH BUSINESS MANAGEMENT TRIMESTER 3 EXAMINATION 2016/2017 MARKETING PRINCIPLES MODULE NO. BAM4004 Date: 15th August 2017 Time: 10:00am 12:00pm
How Consumer Analysis Affects Business Strategy
CHAPTER 2 How Consumer Analysis Affects Business Strategy Marketing Strategy Involves the allocation of resources to develop and sell products or services that consumers will perceive to provide more value
Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LO1 WHY SEGMENT MARKETS? WHAT MARKET SEGMENTATION MEANS! Market Segmentation! Market Segments! Product Differentiation!
MIDTERM EXAMINATION Spring 2010 MKT501- Marketing Management
MIDTERM EXAMINATION Spring 2010 MKT501- Marketing Management http://www.vustudents.net Question No: 1 ( Marks: 1 ) - Please choose one The skimming, penetration, bargaining and discounts are included in
either directly or indirectly in reasons for buying the goods.
Market Segmentation, Targeting, and Positioning Ing. Martin Krištof spring 2008 2 Basic Types of Markets (products) Consumer products: goods or services purchased by an ultimate consumer for personal use
ASSIGNMENT 2. Read this introduction. Then read Chapter 2, Segmentation, Targeting, and Positioning pages 39 69, in your textbook, Consumer Behavior.
ASSIGNMENT 2 Read this introduction. Then read Chapter 2, Segmentation, Targeting, and Positioning pages 39 69, in your textbook,. Mass Marketing The Model-T automobile was efficiently and economically
Market Segmentation, Targeting, and Positioning
LECTURE 4 Market Segmentation, Targeting, and Positioning Ing. Martin Krištof spring 2005 2 Basic Types of Markets (products) Consumer products: goods or services purchased by an ultimate consumer for
BUSN6200 Strategy and Competition Final Exam Study Guide Shanghai China Fall II, 2014
1. Know the definition of the Balanced Score Card created by Robert S. Kaplan and David P. Norton in 1992: A strategic assessment tool that can accurately portray a business unit's strategic progress 2.
Cross-cultural Consumer Behaviour - an International Perspective
Study Unit 6 -Part 1 Cross-cultural Consumer Behaviour - an International Perspective Introduction In this presentation, you will learn: The importance of understanding cross-cultural impact on purchase
CUSTOMER BASED BRAND EQUITY
CUSTOMER BASED BRAND EQUITY What is Customer Based Brand Equity? Customer based brand equity is the differential effect that brand knowledge has on consumer response to the marketing of that brand. "Brand
Measuring and modelling brand attitudes
Publishing Date: September 1999. 1999. All rights reserved. Copyright rests with the author. No part of this article may be reproduced without written permission from the author. Measuring and modelling
What does a business model look like?
What does a business model look like? The diagram below show s what a typical business model would look like. It s a mixture of the businesses inputs and outputs, what it costs them to make a produce and
FOR MORE PAPERS LOGON TO
MKT501 - Marketing Management Question No: 1 ( Marks: 1 ) - Please choose one Which of the following is NOT a purpose of a marketing plan? It assists in management control It assigns responsibilities,
Principles of Marketing 15 th ed Phillip Kotler & Gary Armstrong
Principles of Marketing 15 th ed Phillip Kotler & Gary Armstrong CHAPTER SEVEN Customer-Driven Marketing Strategy: Segmentation, Targeting & Positioning Lecturer: Emran Mohammad Mkt: 202 (Section 3,4)
BAFS Elective Part Business Management Module Marketing Management
Business Management Module Marketing Management : Marketing Strategies for Goods Marketing Mix Technology Education Section Curriculum Development Institute Education Bureau, HKSARG April 2009 What are
Defining Marketing for the 21st Century
1 1 Defining Marketing for the 21st Century Introduction 1-2 ١ 20 words (concepts) in Marketing (5 mints) Chapter Questions Why is marketing important? What is the scope of marketing? What are some fundamental
Services Marketing 7e, Global Edition Chapter 1: New Perspectives On Marketing in the Service Economy
Services Marketing 7e, Global Edition Chapter 1: New Perspectives On Marketing in the Service Economy Slide 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 1 Page 1 Overview of Chapter 1 Why Study
Branding & Social Media Workshop. with Frances Chang
Branding & Social Media Workshop with Frances Chang Let s try to get to know each other Building a brand why, how, for whom? Moving forward who s our target market? What do we want to tell them? How do
MKT624 Brand Management Solved MCQs By
MKT624 Brand Management Solved MCQs By http://vustudents.ning.com 1. At the center of a brand s characteristics is the following: a. Identity b. Image c. Value d. None of the given options 2. Brand management
BRAND USERSHIP OF TOOTHPASTE BUYERS: A STUDY ON BERHAMPUR CITY
Volume 4, Issue 4 (April, ) Online ISSN-2277-1166 Published by: Abhinav Publication Abhinav National Monthly Refereed Journal of Research in BRAND USERSHIP OF TOOTHPASTE BUYERS: A STUDY ON BERHAMPUR CITY
Introduction. 1. What is positioning? Topic 4 Position the product Market Pla ce Concept
Topic 4 Position the product Market Pla ce Concept Introduction Having chosen the best market segment or segments to compete in, the marketer needs to position the product in a certain way. The idea behind
Consumer perceptions of the beverage can and its position in the market
Consumer perceptions of the beverage can and its position in the market EXECUTIVE SUMMARY In 2007, and again in 2011, market research institute, GfK, ran a study commissioned by BCME to gain insight into
History & Fundamentals of Marketing
History & Fundamentals of Marketing Technology and Social change are Interdependent Dr. Paurav Shukla Contents Evolving new dominant logic 1 2 3 4 History to present Common measure of business success
Defining units of need
Defining units of need Assortment definition - from suppliers to consumer focus Supplier -1 Supplier -2 Supplier -n SKU-1 SKU-2 SKU-3 SKU-4 SKU-5 SKU-6 D C A Assortment E B F Customer Traditional role
Enero 2018 MADRID. Opportunities in the Italian market
MADRID Opportunities in the Italian market 0 SUMMARY EXECUTIVE SUMMARY... 2 BILATERAL COMMERCE... 3 COMMERCIAL OPPORTUNITIES BY SECTORS... 5 OPPORTUNITIES MADRILEÑAS COMPANIES... 6 RECOMENDATIONS... 7
- define a market oriented mission - Setting company s objectives and goals
1. Creating and capturing customer value WHAT IS MARKETING - Marketing defined - Marketing Process UNDERSTANDING THE MARKETPLACE AND CUSTOMER NEEDS - Customer needs wants and demands - Market offerings:
Savannah College of Art and Design
Savannah College of Art and Design A CREA To a Romanian, it s simply a word for creative. For us, it s a description of everything we do. Everything in this book. Research can be creative, Marketing can
Table&of&Contents& BSNS$103$Notes$ 1$
BSNS$103$Notes$ 1$ Table&of&Contents& Culture'and'Consumption'...'2' Consumption,'Beer,'Marketing'and'Over'Consumption'...'5' Consumer'Decisions'...'7' Personality'and'SelfAImage'...'10' Services,'Relationships'and'Marketing'...'13'
CARL McDANIEL Department of Marketing University of Texas at Arlington
CARL McDANIEL Department of Marketing University of Texas at Arlington CHARLES W. LAMB MJ. Neeley School of Business Texas Christian University JOSEPH F. HAIR, JR. Department of Marketing Kennesaw State
Segmentation is taking the entire market and breaking it down into smaller groups that share similar characteristics. This is discussed in more depth
1 2 3 4 Segmentation is taking the entire market and breaking it down into smaller groups that share similar characteristics. This is discussed in more depth on the next slide. 5 Homogeneous Members of
CHAPTER 13 MARKETING MANAGEMENT
CHAPTER 13 MARKETING MANAGEMENT Chapter content Introduction The evolution of marketing thought The marketing concept Defining marketing The components of the marketing process Market research Consumer
Perceptual Map. Scene 1. Welcome to a lesson on perceptual mapping.
Perceptual Map Scene 1 Welcome to a lesson on perceptual mapping. By the end of this lesson, you should be able to: describe a perceptual map explain the value and use of a perceptual map list the areas
BRAND
BRAND 1 BRAND Great companies are built on strong brands that influence customer choice and build loyalty. A strong brand is a competitive asset one that can improve market position and contribute to company
Small Business Marketing Research & Plan for Veterans
Do Not Skip This Brief Small Business Marketing Research & Plan for Veterans Print this brief and read it with a pen or pencil in hand to take notes on it. Do this now. THEJONASPROJECT This brief will
SEGMENTATION BENEFITS OF SEGMENTATION
SEGMENTATION BENEFITS OF SEGMENTATION Segmentation is an analytical process that identifies key segments within a target market and determines which segments are of higher or lower priority for a brand.
Topic: What are some factors that affect the PRICE of goods and services? 1. If you believe an item is too expensive (not worth the money they are
Topic: What are some factors that affect the PRICE of goods and services? 1. If you believe an item is too expensive (not worth the money they are asking for it) you don t have to buy it. All transactions
DEVELOPING A WINNING MARKETING PLAN
DEVELOPING A WINNING MARKETING PLAN SESSION OBJECTIVES Understand Marketing and definition Difference between sales and marketing The marketing mix Tools of promotion and determining which works best Online
FEEDBACK TUTORIAL LETTER ASSIGNMENT 1 SECOND SEMESTER 2018 MARKETING PRINCIPLES MPS512S
FEEDBACK TUTORIAL LETTER ASSIGNMENT 1 SECOND SEMESTER 2018 MARKETING PRINCIPLES MPS512S 1 1 ASSIGNMENT ONE QUESTION 1 (15 Marks) Discuss 4 segmentation strategies that Thomas shop can use to establish
Can You Help Consumers Keep Their New Year Resolutions?
STPHN STPHN DICTIONARY DICTIONARY Y A N R S W V Can You Help Consumers Keep Their New Year Resolutions? Stand first: Fitness and financial stability will be on the minds of consumers after the festive
Dr. Chen s Business Building Advice
A Professional Approach Recently, I had dinner with diplomats and professors. During dinner, one professor asked me, Pardon my ignorance, but I ve never heard about Sunrider. Can you tell me what is Sunrider?
What is this thing called Branding
What is this thing called Branding Why ETHNO Marketing is cool b a l a c h a n d a r. R CEO - Wassup Laundry A Laundry Project Brand 5 What is ethno marketing 6 Ethno marketing trends 7 Relevance of ethno
Module Contact: Dr Usha Sundaram NBS Copyright of the University of East Anglia Version 1
UNIVERSITY OF EAST ANGLIA Norwich Business School UG Examination 2014-15 PRINCIPLES OF MARKETING MAIN EXAMINATION Time allowed: 2 hours Answer TWO questions Each question is worth 100 marks The TOTAL number
Noreina Binti Nasir. Faculty Of Technology Management, Business & Entrepreneurship UTHM. Chapter Six
Noreina Binti Kepal @ Nasir Faculty Of Technology Management, Business & Entrepreneurship UTHM Chapter Six Segmentation, Targeting, Differentiation and Positioning Customer-Driven Marketing Strategy: Creating
MMK101 SUMMARY NOTES Marketing Fundamentals Exam Preparation
MMK101 SUMMARY NOTES Marketing Fundamentals Exam Preparation LINK TO PROQUEST EBOOK THROUGH DEAKIN PORTAL (Armstrong et al 2017, Principles of Marketing, 7th edition) LO = Learning Objective Word count:
Customer-Driven Marketing Strategy Creating Value for Target Customers
Customer-Driven Marketing Strategy Creating Value for Target Customers Chapter 7 Learning Goals 1. Define the steps in designing a customer-driven market strategy: market segmentation, target marketing,
Strategy and the Marketing Mix
Strategy and the Marketing Mix Business Policy Please note that these slides are not intended as a substitute to reading the recommended text for this course. 0 Objectives Relevance of strategic marketing
http://vustudents.ning.com MIDTERM EXAMINATION Fall 2009 MKT501- Marketing Management (Session - 3) Time: 60 min Marks: 50 Question No: 1 ( Marks: 1 ) - Please choose one Critical path analysis is a part
PAPER No. 7: MARKETING MANAGEMENT MODULE No.1 : CONCEPTS, NATURE, SCOPE & IMPORTANCE OF MARKETING
Subject Paper No and Title Module No and Title Module Tag 7; Marketing Management Module 1: Concepts, Nature, Scope & Importance of Marketing COM_P7_M1 TABLE OF CONTENTS 1.1 LEARNING OUTCOMES 1.2 CONCEPT
Chapter One: Introduction to Marketing... 2 Chapter Two: The Marketing Environment and Marketing Analysis Triple Bottom Line...
CONTENTS Chapter One: Introduction to Marketing... 2 Chapter Two: The Marketing Environment and Marketing Analysis... 7 Triple Bottom Line... 9 Chapter Three: Market Research... 11 Chapter Four: Consumer
CALCULATING THE ROI OF LEAD NURTURING
Definitive Guide to Lead Nurturing Lead Calculating the ROI of Lead Nurturing In Part One of the Definitive Guide to Lead Nurturing, we learned the value of lead nurturing done well, and in Parts Two and
Segmentation, Targeting, and Positioning Figure 7.1. Case Study Procter & Gamble
Chapter 7 Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers Case Study Procter & Gamble Sells multiple brands within the same product category for a variety
Chapter Two Market Segmentation
Chapter Two Market Segmentation Learning Objectives: To understand; 1. What is the meaning of market segmentation 2. What are the benefits and limitations of market segmentation 3. What demographic segmentation
Evaluating Advertising Return on Investment. Quantifying the return on investment in advertising is important for several reasons:
pty ltd acn 094 521 614 Evaluating Advertising Return on Investment Charlie Nelson October 2003 Introduction Quantifying the return on investment in advertising is important for several reasons: Determining
INFLUENCING GENERATION Y MILLENNIALS AND THE MODERNIZATION OF COUPONS
INFLUENCING GENERATION Y MILLENNIALS AND THE MODERNIZATION OF COUPONS 2 Table of Contents Here s a quick overview of what we will cover OVERVIEW INTRODUCTIONS FINDINGS ANALYSIS WRAP-UP OVERVIEW 3 Quick
Persuasion. Advertising & Media Effects 02/21/2011. R.G. Bias
Persuasion Advertising & Media Effects 02/21/2011 1 Introduction Much of this content is from Laura F. Bright, Ph.D., Assistant Prof of Journalism, TCU brightwoman.com 2 Think of one or two recent ads
Integrated Marketing Communications. Lecture 1 - Introduction
Integrated Marketing Communications Lecture 1 - Introduction The Growth of Advertising and Promotion o Rapidly changing media environment = more difficult to reach and communicate with target audiences.
Social Media Marketing Plan
Social Media Marketing Plan (Name) (Date) (Company) (Overview) Social Media Marketing Outline Instructions Complete all parts with a 1 2 paragraph answer. This will help you to organize your ideas and
Fragmentation of mass markets: Coke to many Cokes - Classic Coke, Diet Coke, Caffeine-Free, New Coke, Cherry Coke, Sprite for non-cola drinkers
1 This material is to supplement the two articles on segmentation and positioning and meant to provide a broader picture of each of the topics and the relationships among them. SEGMENTATION, TARGETING
2. The is a philosophy of customer service and mutual gain.
1. According to a recent Inc. article on social responsibility and marketing ethics, all of the following were lessons that have been learned by business persons EXCEPT: a. what you sell is important.
Marketing Management. Marketing planning
Marketing Management Lecture 4: Segmentation, targeting, positioning Dr. Erik van Raaij e.m.vanraaij@city.ac.uk http://www.staff.city.ac.uk/~raaij Dr Erik van Raaij 1 Marketing planning Overall strategy
Understanding Assortment Expandability and Saturation
Understanding Assortment Expandability and Saturation For Revenue Growth Copyright 2015 The Nielsen Company 1 Summary Perhaps the only thing more staggering than the large number of new products each year
A. ROAD MAP B. UNDERSTANDING MARKETING AND MARKETING PROCESS C. CORE MARKETING CONCEPTS
Lesson 2 Lesson overview and learning objectives: In last Lesson we tried to understand the term of marketing its need and its impact on the organization. The focus in this discussion is to have concept
5/3/2010. MNM202-Y The nature of marketing
The nature of marketing Marketing Management MNM202-Y dtoitm3@unisa.ac.za Marketing is the process of planning and executing the conception, pricing, marketing communication and distribution of ideas,
Our Strategy Race: Leg 2 - From Lisbon to Cape Town. Segmentation. Bases for Consumer Market Segmentation. DEMOGRAPHIC Segmentation
Our Strategy Race: Leg 2 - From Lisbon to Cape Town Market DEMOGRAPHIC 1 Leg 2 From Lisbon to Cape Town Road Map THEME 1 Consumer Markets Market 5 : geographic, Needs-benefits sought Decision Roles User
Articulate the vision/objective + find a strategy to fit that vision Ex. Coke wants to increase sales in mature industry
Audrey Yen Feb 2-3, 11 Comm 296 Marketing Chapter 8: Segmentation, Targeting and Positioning (STP Analysis) Careful, when you market, don t mix signals/segments. Or else you send two messages (ex. Gap
2.1.3.G1. Financial Decisions. Advanced Level
Financial Decisions Advanced Level What contributes to the decisions you make? 2.1.3.G1 Values Financial Decisions Needs Wants Take Charge Today August 2013 Financial Decisions Slide 2 What is a Value?
Comm Advertising Research Perceptual Mapping
Comm 560 - Advertising Research Perceptual Mapping Perceptual mapping has been used to satisfy marketing and advertising information needs related to product positioning, 1 competitive market structure,
REPOSITIONING OF BRANDS AN ESSENTIAL TECHNIQUE OF SUSTAINABILITY A CONCEPTUAL REVIEW
Volume 118 No. 24 2018 ISSN: 1314-3395 (on-line version) url: http://www.acadpubl.eu/hub/ http://www.acadpubl.eu/hub/ REPOSITIONING OF BRANDS AN ESSENTIAL TECHNIQUE OF SUSTAINABILITY A CONCEPTUAL REVIEW
MARKET SEGMENTATION DR MANJUSMITA DASH DEPT. OF BUSINESS ADMINISTRATION UTKAL UNIVERSITY
MARKET SEGMENTATION DR MANJUSMITA DASH DEPT. OF BUSINESS ADMINISTRATION UTKAL UNIVERSITY CONCEPT AND DEFINITION The concept of market segment is based on the fact that the market of commodities are not
Summary. Chapter 13 MARKET SEGMENTATION, TARGETING AND POSITIONING
Summary Chapter 13 MARKET SEGMENTATION, TARGETING AND POSITIONING Learning Objectives: Know about customer demand Factors of Market Demand Market Segmentation Approaches to market segmentation People-
Psychographic Segmentation
Psychographic Segmentation By Jim Mintz, Managing Partner, CEPSM Psychographics marketing Psychographics marketing may be a concept that you are not fully aware of, but it is an essential part of marketing.
SEGMENTATION, POSITIONING 5/27/2011 SEGMENTATION IDENTIFYING MEANINGFULLY DIFFERENT GROUPS
SEGMENTATION, TARGETING, AND POSITIONING SEGMENTATION IDENTIFYING MEANINGFULLY DIFFERENT GROUPS OF CUSTOMERS TARGETING SELECTING WHICH SEGMENT(S) TO SERVE PRODUCT PRICE PROMOTION POSITIONING IMPLEMENTING
CHAPTER 5 SUMMARY, FINDINGS, SUGGESTIONS CONCLUSION AND SCOPE FOR FUTURE STUDY
115 CHAPTER 5 SUMMARY, FINDINGS, SUGGESTIONS CONCLUSION AND SCOPE FOR FUTURE STUDY The final chapter summarizes the key findings from of the study. Some exceptionally interesting results have been obtained
2
1 2 3 4 5 6 7 8 http://www.canadabusiness.ca/eng/page/2853/ 9 http://www.canadabusiness.ca/eng/page/2853/#toc-_sole_proprietorship Sole proprietorship With this type of business organization, you would
COMING UP WITH A BIG IDEA
COMING UP WITH A BIG IDEA WHAT IS A BIG IDEA? What makes a Big Idea: It creates an emotional connection with the public It is distinct, re-imagining the way we think, act or feel It has value as a topic
CHAPTER III BRAND POSITIONING: A THEORETICAL FRAMEWORK
59 CHAPTER III BRAND POSITIONING: A THEORETICAL FRAMEWORK Positioning is not what is done to the product but what is done to the consumer's mind, through various communications. A brand's position is a
CHAPTER 1: INTRO TO INTEGRATED MARKETING COMMUNICATIONS
CHAPTER 1: INTRO TO INTEGRATED MARKETING COMMUNICATIONS THE ROLE OF MARKETING Marketing: Activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that
This short guide aims to provide you with an introduction to BrandZ...
This short guide aims to provide you with an introduction to BrandZ... including, how it works, what the outputs are and, how it can provide value for you. What is BrandZ? BrandZ is a quantitative brand
Influences on consumer behaviour Situational influences, Decision-process influences, Internal influences, External influences
Lecture Slides + Textbook + Tutorial MKTG2112 Consumer Behaviour Marketing is the process of building profitable customer relationships by creating value for customers and capturing value in return. The
MKT547 Marketing Communications. Shamshul Anaz Hj. Kassim
MKT547 Marketing Communications Shamshul Anaz Hj. Kassim After studying this topic, student should be able to: Analyze the different elements in the communication model & how the components relate to marketing
Developing. Marketing Strategies and Plans. Dr.Pusanisa Thechatakerng Chapter 2-1. Marketing Management An Asian Perspective
Chapter 2 Developing Marketing Strategies and Plans Dr.Pusanisa Thechatakerng thesunny@rocketmail.com 2-1 In this chapter, we address the following questions: How does marketing affect customer value?
Chapter Seven. Customer-Driven Marketing Strategy: Creating Value for Target Customers. i t s good and good for you 7-1
i t s good and good for you Chapter Seven Customer-Driven Marketing Strategy: Creating Value for Target Customers Copyright 2012Pearson Education, Inc. 7-1 Customer-Driven Marketing Strategy: Creating
Mannings. Economics project group10
Mannings Economics project group10 History and development Founded in 1972 as a health and beauty store Integrated by Dairy Farm Company Limited in 1975 With 235 outlets in 2006 - Hong Kong's top health