L10_CreativeStrategy1 - Market situa on Market leader Compe...

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¡ Market situa+on § Market leader § Compe++on ge4ng intense ¡ Objec+ves § To keep the strong brand posi+on § For “everyone who loves connec+ng with others” § Sincere and comfor+ng companion § To build ‘high top-­‐of-­‐mind’ recall
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¡ Market situa+on § New product § Unfamiliarity ¡ Objec+ves § To develop the new market by showing how it works § To build a strong brand image § To posi+on as “coffee that you can easily make in the morning”
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¡ Market situa+on § Strong compe+tor (G7) § Lower market share in Hanoi than other ci+es ¡ Objec+ves § To increase brand interests & loyalty § To be perceived as ‘Ci+zen Coffee’ for Hanoi people
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Lecture 10
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¡ Oct 17 (Next Friday): Mountain Dew case ¡ Oct 21 (Tuesday): Quiz 2, LTJ, 7pm – 8:10pm § Lecture Slides & Examples (L8 – 13) § Text book Chapter 6: p184-­‐193, 198-­‐201, 205-­‐210 Chapter 7: p 224-­‐228, 230-­‐232, 243-­‐245 Chapter 8: pp. 268-­‐271, 276-­‐282, 288-­‐293 Chapter 9: p 301-­‐ 316, 332-­‐334 § Mountain Dew Case § Bring a HB pencil
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Understand marketplace/ Identify Market Opportunities Design Marketing Strategy Company Competition Consumer
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