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Focusing an offering (market (segmentation (variables need to be…
Focusing an offering
market
need
ability
willingness
authority
segmentation
demographic
geographic
psychographic
behavioural
variables need to be
measurable
size
buying power
profiles
reachable
substantial
differentiable
actionable
can be targeted
positioning
relative to other products
clear, desirable place
formula
for
taget
brand is
competetive set
subjective
gives the most
promise
benefit
because
reason
perceptual positioning maps
depends
clarity
consistency
enduring
credibility
competetiveness
different
targeting :red_cross:
needs and wants
competitors
competencies and resources
brand leadership
strong brands
asset value
brand equity
awareness
perceived quality
loyalty
brand assosiation