This preview shows pages 1–2. Sign up to view the full content.
This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: Convert non-prospects, how to convince them? Beer -67% non users – why? What to do? (calories - light) • Positioning o Not what you do to the product, but what you do to the MIND of the prospect o Perceptual map – in the perceptions of consumers *** (sample map from text book) o P&G – position its numerous brands (400+) – a dozen different detergents (each brand has a different positioning, stealing your own customers? Yes, but add more in total) o Owning a word in the prospect’s mind Volvo – safety Domino’s – home delivery Cadillac – luxury? – pick-up trucks and SUVs recently...
View Full Document
This note was uploaded on 03/25/2008 for the course AEM 2400 taught by Professor Mclaughlin,e. during the Fall '07 term at Cornell.
- Fall '07