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SU5 - Coggle Diagram

- - - - Biz description e.g. history, products, structure
      - Vision, mission statement- where biz headed
      - Philosophy (fundamental operating principle)- typically profit
        
        Societal marketing philosophy- for society + profit
        
        Mission marketing- coincides with core biz strategy (in mission statement)
      - Research e.g. market changes, biz opportunities
      - Objectives- typically maximising profit, ROI
      - Strategies- plans to achieve objectives
      - Tactics- specific activities to achieve strategies
      - Controls (management tools)- tracks effectiveness of strategies, tactics e.g. budgets, audits
    - - Situation analysis- environment (internal, external)
        
        E.g. history, products, competitors, consumer trends
        
        SWOT analysis- identifies key marketing problem
      - Objectives- sales level, market share, marketing mix
      - Consumer-related info
        
        Needs, wants
        
        Segment, target
        
        Insights- thoughts, behaviours
      - Brand strategy- positioning
      - Marketing mix strategy- product, pricing, dist., marcom
      - Tactical programme implementation
    - - Objectives- in terms of target, insights, desired responses, message strategy, creative strategy, media, etc.
      - Strategies
      - Tactics
      - Timing
      - Costs
      - Evaluation
    - - Strategy- based on marketing/IMC plan
      - Target audience insight
      - Message strategy
      - Media strategy
- - - - Feature analysis (relative to competitors)- determine competitive advantage
      - E.g. differentiate parity products by psychological factors
    - - Position
        
        Superiority- better quality/performance
        
        Pre-emptive- first in category; category leadership
        
        Value- for money
        
        Psychological- intangible factors e.g. volvo = safe
        
        Benefit
        
        Usage- how, where, when, who
      - Competitor's strategy- head-to-head or away from?
      - Category factors- competitor outside of category
      - Perceptual map- based on 2 most impt consumer decision factors
      - Repositioning- due to marketplace changes (opportunities, threats); effective if retain core brand essence e.g. strong, reliable brand
- - - - Consumer insight process- reveal underlying reasons influencing attitudes, actions (e.g. mood, motivation)
      - Integrator- brings info together
      - Synthesiser- expresses info meaning in simple statement
  - - - Understand brand meaning, r/s
      - Prepare communication strategies, creative briefs
      - Evaluate communication effectiveness
- - - - Affects motivation, cust brand evaluation + communication
      - Ethical consumerism- buy based on conscience/like political values of firm