C296 10 STP Part 2

C296 10 STP Part 2 - Then Scope enters the market:...

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13/10/2011 1 STP Part 2 STP, Part 2 October 12, 2011 Segment Attractiveness Substantial? Accessible? Responsive? Profitable? Measurable? Cost Benefit Selecting a target market As marketing manager for a denim company, you need to choose a target market for a new line of jeans. How do you choose which one to target? 3
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13/10/2011 2 Targeting Strategies Undifferentiated (mass). ............................ Differentiated (multi segment). .. Concentrated. ................. Micromarketing (one to one). ....................... Positioning = Target Market + Differentiation
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13/10/2011 3 Repositioning http://www.asphaltandrubber.co m/oped/save harley davidson part 1 branding/ positioning statement formula
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13/10/2011 4 Example: Listerine and Scope Listerine, the mouthwash category founder: Positioning: To folks with bad breath, Listerine is the mouthwash that cleans breath fast and easy . Tagline: For halitosis, use Listerine.
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Unformatted text preview: Then Scope enters the market: Positioning: To folks with bad breath, Scope is the mouthwash that cleans breath fast and tasty . Tagline: For sweet breath, use Scope. Listerine gets nervous and tries to reposition Scope tastes great = ineffective Positioning: To folks with bad breath, Listerine is the mouthwash that cleans breath with special medical cleansers to make sure its really done. Tagline: The taste people hate, twice a day . Scope knows effectiveness is a core value: Positioning: To folks with bad breath, Scope is the flavoured mouthwash that cleans breath effectively. Tagline: Scope works. Dont let the good taste fool you . Positioning Map 13/10/2011 5 Example: Department Stores In class Activity...
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C296 10 STP Part 2 - Then Scope enters the market:...

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