Session7 handout

Where we have been ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Identifying and establishing Brand Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Positioning ,[object Object],[object Object],[object Object],[object Object]

First Steps ,[object Object],[object Object],[object Object],[object Object]

Proper Positioning ,[object Object],[object Object],[object Object],[object Object]

Example: Pepsi One ,[object Object],[object Object],[object Object],[object Object],[object Object]

Pepsi One Brand Conveyors: Then and now ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

In order to Position a Brand… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Target Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object]

Toothpaste Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3 stripes, one for each of the 3 main segments Flavor, Brightness Decay Prevention

Advantages of demographic segmentation ,[object Object],[object Object],[object Object],[object Object]

Criteria for a Segment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Segmentation Example ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Competition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Baskin-Robbins Competitive analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Part 3: POP and POD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Part 3: POP and POD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Similar concepts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

POP AND POD: BMW over the years 1971 1975 1985 1991 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Managerial Issues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Sneaky psychology sidebar - Exemplars ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ways to convey category membership (cont): Comparison to Exemplars ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Nuts and Bolts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Managerial issues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Establish POP and POD in marketplace ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Defining Values and Principle ,[object Object],[object Object],[object Object],[object Object],[object Object]

Principles a la Keller: What makes a good Principle? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Session7 handout

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à Session7 handout

Similaire à Session7 handout (20)

Dernier

Dernier (20)

Session7 handout