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STRATEGIC MARKETING (Positioning map (Brand & market (Define context…
STRATEGIC MARKETING
Brand
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Core values : A principle that guides an organization's internal conduct as well as it's relationship with the external world. Core values are usually summarized in the mission statement or in a statement of core values.
Brand values : The premium that accrues to a brand from customers who are willing to pay extra for it.
Reasons-to-believe : Used to describe every reasons a customer should buy the brand. It is usually used in the advertising campaign to seduce prospects. It could be facts, such as competitive advantage or emotions.
Mission statement : A written declaration of an organization's core purpose and focus that normally remains unchanged over time. Also called company mission, corporate mission, or corporate purpose.
-> Short-term
Brand : Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors.
Vision statement : An aspirational description of what an organization would like to achieve or accomplish in the mid-term or long-term future. It's intented to serves as a clear guide for choosing current and future courses.
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Positioning map
Brand & market
Define context & goals, make market figures, product type
Define every axis
Moodboard, screenshots, explain axis, degrees instead of black and white
Pricetag
Add graduations, price sign, unit
Market research
Different retailers & screenshots of competitors, class them, informations (quantity, price, name)
Position
Put logos, same size except for signification -> NO SUPPOSITION
Price
Put the price of the product, average price
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Analysis
Make recommendations, nice to draw your opportunity on the positioning map
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Pricing strategy
4 Ps Marketing Mix : Marketing mix: a planned mix of the marketing’s elements known as 4Ps to create the right combination to attract customers and generate optimum income. :
PRICE ( cost , discounts , margin )
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PLACE( distribution , logistics , channel)
PRODUCT( function , packaging , additional services)
Activities aimed at finding a product’s omptimum price , typically including overal competitor’s pricing , and market and economic trends
COST-BASED PRICING : a pricing method in which a fixed sum or a percentage of the total cost is added (as income or profit) to the cost of the product to arrive at is selling price.
Method : take the shopping price of each product and calculate the percentage needed for the recipe (then calculate for one person). From this price determine the price of your product according to the margin you want to make
VALUE-BASED PRICING : a way of deciding the price of a product, based on what customers think is worth and on what they are willing to pay, rather than on what it costs to produce.
(customers / value / price / cost / product )
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P.V.C. : Prix de Vente Consommateur 18,50€
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P.R.I. : Prix de Revient Industriel 13,31€
PRICING STRATEGY
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Pricing strategy : skimming, competition, penetration
P.V.C. : optional, premium, bundled, …
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PSYCHOLOGICAL PRICING : setting prices according to the psychographics of the aimed-at market segment.
ex: 9,99€
Heuristics : quick and intuitive mental operation that conducts to decisions such as purchasing decisions. ex: size of popcorn at Cinema
YIELD MANAGEMENT : Yield management is a variable pricing strategy based on anticipating and influencing consumer behavior. The goal is to maximize revenue from a fixed, time-limited ressource. ex: Air France
BRAND LOVE CURVE
- FAN. The most valuable step
- LOVE. Preference, Great experience, Emotional Choice
- LIKE. Practical, Need’s satisfaction, Made sense
1.INDIFFERENCE (when you are not interested, don’t know the brand, confusion) Solutions: create interest, promote, clear vision
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4. PRODUCT STRATEGY
Technique Trends
Use the trends to sell new products. Trends from everywhere (cosmetics, fashion, movies). Ex : Havaianas Game of Thrones slaps
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Breakthrough innovation :
Highly significant or dramatic invention or improvement in performance. It significantly up the level of play within an existing category. Ex : capsule de café
Disruptive Innovation :
The process of developing new products or services to replace existing technologies and gain a competitive advantage. Ex : café en poudre
Incremental Innovation : A series of small improvements to an existing product that helps maintain or improve its competitive. Ex : café saveur vanille.
9 Technique
- take a product
- Definition : draw 8 lines corresponding to each characteristic of the product (like a sun).
- Alternative : for each characteristic think about every word that reminds you of the characteristic (there's no bad idea).
- Connect each characteristic of each line to find an innovative idea (spider).
- Find added values to this innovative idea.
Règles:
-Eviter de se mettre des oeillères
-Eviter de faire des sandwiches
-Une innovation ne peut être validée qu'après analyse de la marqueSouvent,on peut intégrer dans les branches les éléments 4P
Product naming It is the discipline of deciding what a product will be called. It is a part of the branding process linked to a brand image, positioning, packaging design and the product itself.
Co-packaging: 2 firms working together to develop 1 common product or service answering to 1 need
2 logos on 1 common product.
EX: Bonduelle/Andros
Co-development: 2 firms working together to co-develop a packaging. 1logo on 1 product with common packaging EX:Rexona/ Monsavon/ Dove
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a fictional character created to represent a user type that might use a product. It is an imaginary person but based on real elements(database, real-life interests, social media interactions)
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