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REAL MARKETING, Marketing Mix (4P) - Coggle Diagram
REAL MARKETING
FUNDAMENTAL CONCEPTS
Marketing brings the value
Value is expressed through 4P
Consumer value = consumer benefits - consumer costs
Consumer benefits:
functional/ emotional benefit
Consumer costs:
money - time - effort - risk
Value in consumer view point
MARKET SEGMENTATION
Start with
Price
2 - 3 on top Key Drivers
To finding the Winning Zone
Segmentation
= Where are we + Where to play
CONSUMER SEGMENTATION
Star with:
2: Other Key Factors
Demographic:
age, income, gender, education, religion
Categorisation
Behavioral:
product usage rates, loyalty, buyers/users, benefits sought
Geographic:
global, country, region, urban or rural,..
1: Psychographic:
Attitudes, beliefs and lifestyles, motivation
CONSUMER INSIGHT
Levels of Insight
Brand Proposition:
Connect functional attributes & emotional
Advertising:
Specific for an occasion/ context
Brand Positioning:
Category mentality's insights help brands go the long way
3C Models
Brand Truth:
Unique/ Competitive truth of Product/ Brand
Consumer Truth:
Want/ Fear
Category Truth:
Key driver of category
Notes:
Insight that's strongly supported by this triangle is "consider" as winning insight
Insight must give your brand an opportunity
BRAND
Brand Love (via Brand Idea)
B. Story:
via Brand Communication Idea
B. Freshness:
Help brand stay fresh & on top of trends via Innovation Product (line)
B. Strategy:
through Brand Plan to solve growth and profit
B. Experience:
Via Product/ Promotion/Place
B. Promise:
via Positioning/ Proposition
Brand Proposition & Positioning
Positioning:
Brand has only 01 Positioning
Lasts for a long time (5,10...years)
Proposition
Brand have many Propositions to strengthen Positioning
Proposition is short-lived
USP (Unique Selling Proposition) + ESP (Emotional Selling Proposition)
Brand Power (MDS model)
Different:
need to be distinguish to customers and competitors. Sets the trend for the category via Product Innovation
Salient:
Available everywhere anywhere through Place and Promotion
Meaningful:
meet consumer needs through 4P
Brand Personality
Brand need to occupy a set of persona imagiries
Consistent, consistent and consistent on year on year
Brand Platform
Communication Platform:
Communicating brand messages and promise to consumers via touchpoints
Traditional:
TVC, Billboard, PR, Radio, Brand Ambassador
Digital:
SEO/SEM, Social media, Digital display, iTVC, Website, E-commerce
Activation Platform
: Bring brand into life by Maximizing brand experiences
Formats:
Packaging, Sampling, Event, Roadshow, Digital activation, PG, Sales, Delivering Service,...
Platform Criteria:
Unique
Sizeable (can implement many aspects)
Ownable
Year on year (>3 years)
BRAND STRATEGY
Root Strengths
Brand should have only 01 Root Strength
What makes the brand famous today?
What is it that the brand wants to be famous for in the future?
Competitive Enviroment
What are the Key Drivers of the market?
Who are your competitors? What are their owned values?
What is the market that your brand completes? What is category stage?
What is your source of growth of white space?
What is the brand strategy to win?
Growth Strategy For Bussiness
Recruit new consumers
Increase more usage from consumers
Convert competitor's consumers
Involvement Level Brand
(Based on Consumer's Involvement and The Necessary)
Thuận tiện, đổi mới
Cảm xúc bắt buộc
Thử & Chứng thực
Cân nhắc thận trọng
Four Types Of Competitive Brands
Challenger Brand
Attack in Risky Zone:
Prove your difference is more meaningful Market Leader
Attack with Cautious:
What is the competitor's response plan?
Disruptor Brand
Move into blue ocean with new 4Ps and change the game
Market Leader
Attack in Risky Zone:
Use Brand Power to "win the tie" and dominate the market
Defend in Winning Zone
Craft Brand
Hit a small part of Winning Zone
Avoid competing directly with market leader
Strategy for Risky Zone
Be the first to capture and defend the space
Win with innovation and creativity
Leverage your brand's power in the market to squeze out competitors
Find a way to build deeper emotional connections
IMC
Three key elements of IBC
Campaign Idea
Execution Idea
Brand Communication Idea
Seven Sins
Lust
Gluttory
Sloth
Greed
Wrath
Envy
Pride
ABC's Model
Brand link
: Links closely to the brand name
Communication
: Communicates main message
Attention
: Breakthrough the clutter
Communication Concept Crafting
Dramatize The Solution
Sympathize and Support
Analogy
Humanize
Dramatize The Probllem
Brand Element Hijacking
IMC Plan
Objective:
What do you want to achieve?
Key Assets
News:
Cate KV, 6s Bumpers,...
Passions:
Affecting in memorability/ Entertaining (Dancing jingle 30/45s)
Core:
Introduce CVP & brand commitment (TVC series, master KV,..)
Needs:
Call to action (Ratiing, review,...)
Key Message:
Convey Big Idea
Key Hook
: the essence of the campaign
Grab attention
Remind you of brand
5-second first impressive
Engage you into actions
Note: CASE BY CASE
Marketing Mix (4P)
Price: competitive tool
Price "free: Powerful weapon (careful)
Price battle
Price anchor: stick to the 1st price of the product
Place:
Convenience in the right time, at the right locations
Product: core of marketing mix
Product composition
Symbolic and experiential benefits
Supplemental features
Core Product: Main benefits
3 types
A service
An idea
A good
Promotion:
drives consumer movement in brand funnel