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Marketing plan - Coggle Diagram
Marketing plan
Positioning
The Brand Key
Root strengths
Competitive environment
Target
Insights
Benefits
Value & personality
Reasons to believe
Essence
Discriminator
Targets groups
1 - Definition of segmentation criteria
General VS specific
Objective VS inferred (psychographic)
2 - Definition of segment profiles
3 - Assessment of the attractiveness of segments
Size & growth
Profitability, competition, power of customers & suppliers
Company budgets & objectives
Stability
4 - Selection of targets groups
5 - Definition of the positioning in the mind of target groups
The Brand Key
Branding & image issues
Branding & image
Brand strategies
Line extension
Brand extension
Corporate branding
Multi-brands
New brands
Global branding
Local branding
Endorsement
Ingredient branding
Co-branding
Brand equity
Consumer brand equity
Financial brand equity
Communication objectives
1 - Company objectives
2 - Marketing objectives
3 - Communication objectives
DAGMAR model
Category need
Brand awareness
Brand knowledge
Brand attitude
Brand purchase intention
Purchase facilitation
Purchase
Satisfaction
Brand loyalty
Product life cycle
1 - Introduction
2 - Growth
3 - Maturity or stabilization
4 - Decline