TMP 120 Class 13 Positioning and Branding 022519.pdf - Market Positioning and Branding Dr Karen Smith Bogart Today \u2022 \u2022 \u2022 \u2022 \u201cSpruce Lake

TMP 120 Class 13 Positioning and Branding 022519.pdf -...

This preview shows page 1 - 8 out of 24 pages.

Market Positioning and Branding February 25, 2019 Dr. Karen Smith Bogart
Image of page 1
Today “Spruce Lake Spice” Case Market Positioning Branding CAPSIM Debrief
Image of page 2
Marketing Segmentation Targeting Marketing Opportunity Positioning Branding Product or service definition Product, Pricing, Placement, Promotion Market research and analysis Awareness: Website, SEO, Advertising, PR, Social Media Promotion, Merchandising, Collateral Channels Sales: Processes, techniques (e.g. loyalty)
Image of page 3
STP: Segmentation, Targeting, Positioning Identify bases for segmentation Determine key characteristics Develop segment profiles Segments: - Measurable - Accessible - Substantial - Differentiable - Actionable Assess & choose attractive segments Metrics Required investment and expected return Discern positioning for selected segments to achieve differentiation Define segment value propositions: For Organic drink consumers, Crescent Pure provides you a natural, refreshing, and great tasting drink that enhances your health and wellness . Identify Marketing Mix (4Ps) to win Execute 4Ps Market Situation Analysis: Assessment & tool use
Image of page 4
Customer-Driven Marketing Strate gy
Image of page 5
Value Proposition Value Proposition must address: What it is? What it is not? Time horizon Target segment (beneficiaries) What we want the segment customers to do? Benefits they will get vs. alternatives (e.g. current) Trade-offs experienced What they will pay vs. alternatives? Communication: Simple & relevant e.g. Benefit: What? How provided?
Image of page 6
What is a Brand and its Essence? Name, logo, slogan, and/or design scheme uniquely associated with a product or service Symbolic expression of information about the product that creates expectations of quality and attributes.
Image of page 7
Image of page 8

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture