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STRATEGIC MARKETING (Brand (Core values, Visual assets (logo)), Growing…
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PRICING METHOD
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PVC
Optional, premium, bundled
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Others pricing methods
Phycological, Product line, Yield management
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INTERNATIONAL
MARKETING
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Notion of pure player
A brand born online and stay online, but also those who are specialized
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Challenges
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Marketing myopia
Short-sighted & inward looking approach to marketing that focuses on the needs of the company instead of defining the company and its products in terms of the customers' needs and wants.
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PRODUCT STRATEGIES
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Participatory marketing
Co-creation, crowd sourcing, consumer-generated content, co-development
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Engagement Marketing
Directly engages consumers and invites them to participate in the evolution of a brand or a brand experience
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Tryvertising
Planned obsolescence
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"Old fashioned, out of date, obsolete"
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INNOVATION
3 types of innovation
Disruptive
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Transform, value proposition, shakes the market up
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PRODUCT STRATEGY
Number 9 technique
6 main steps
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- 9th element, differentiation element
- SpiderMarketer: rely points you keep for your idea and brand strategy
- 8 key words to describe the generic product
- Product category in the middle
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