What is the Marketing strategy framework?
Developing Market Strategy
Diagnostic of the market
Building up a brand identity
Develop your positioning statement
Create a claim
What are the 5 C’s and to which stage of the marketing strategy framework do they belong?
Customer
Context
Competitor
Collaborators
Company
—> 1. Stage Developing Market Strategy
Which tool can you use to do a diagnostic of the market?
Competiton Map (with a comparison among the brands)
What is the definiton of brand identity?
Vision that drives the creation of products & services under that name
specifies facts of the brand’s uniqueness and value
What are some examples of tangible and intangible characteristics of the brand?
vision / aim
Differences
Values
Competence / Legitimacy
signs
What are some origins of the brand identity?
typical product colors
values
brand name
characters
logo & visual symbols
history and geographic roots
founders
ads
Which tool can you use to visualize the brand identity?
Mood board
What steps are important for creating your positioning statement?
Develop Consumer insight
Develop Customer benefit
What is the definition of a consumer insight?
= belief shared by your customer
How should a customer benefit be created?
with an individual benefit
with an altruistic benefit
—> in sustainable markets: link of both (2 customer benefits needed)
What is the defintion of an individual customer benefit?
it’s directly linked to the the product’s use (e.g. style, elegance, fashion etc.)
linked to a belonging to a community with shared values (e.g. belongs to a “cool” lifestyle)
What is the definition of an altruistic customer benefit?
positive impact on the environment, on employees or / and on society
What should the positioning statement include?
target market
brand
product category
promise / consumer benefit
reason to belief
How should you create a claim?
from the positioning statement to a claim
focussing on the key message
Last changed6 months ago