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Account strategy -- positioning and branding

Week 7, class 2

Stacy Forster

on 7 March 2013

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Transcript of Account strategy -- positioning and branding

Account strategy Pinpoint target audience
Describe target audience
Outline campaign objectives
Address positioning and branding
The big idea
Sketch out general scope of campaign What's the big idea? A creative concept that summarizes and dramatizes the unique selling proposition of the brand
It should set your brand apart Campaign strategy should: Campaign strategy
is due in class on March 21 Positioning
Message strategy Positioning How you want your target audience to see your product relative to competitors Have to ask: What is the unique selling point of my brand? Goals for positioning Give product unique place in market
Be enduring
Become the touchstone for every contact
with customers -- current and prospective Positioning is always based on
audience segmentation and
differentiation of your product It is also informed by SWOT analysis Current situation for product
Competitive advantages
Identifies target audience's needs Campbell's Soups Already making canned meat and vegetables
People wanted convenience
Customers associated Campbell's with canned food Positioning Convenient
Healthful Vicks Here’s how the Association of National Advertisers defined positioning:
The presentation of a product in such a way that it satisfies an unfilled consumer need.
The assumption is that the need is large enough to sustain the product. Repositioning Known as strong cough medicine,
powerful enough to knock you out Turn side effects
from weakness to strength
Turn disadvantage
into advantage Positioned Nyquil as
night time cold remedy Positioning is NOT: A tagline
A message strategy
Branding But positioning DOES
guide development of
these three things Positioning needs to be
consistent with branding Rolex does not equal Timex At the top of mind should be these questions: What problems does the product solve?
What does it have more of/less of than others?
What makes it different? If Coca-Cola is the real thing,
others are imposters, copycats Slideshow Bruce/Flickr What do you do if you're in
a category with a No. 1 and No. 2? How do you turn a disadvantage
into an advantage? You're never going to be No. 1
(or even No. 2) Plusgood/Flickr Not No. 1
So, "We try harder" Branding How the market perceives your position Positioning comes from you
Branding comes from consumers

It's the execution of the message strategy
It's what the market says, thinks about brand Branding and positioning should be aligned
(if they are, you've been successful in branding) Antonio Campoy Ederra/Flickr Quick, cheap, tasty Things to consider when thinking about branding: Words, images, meanings
How brand fits lives of target consumers Branding involves all of cues used to
identify, communicate the brand Consistency is the key Doing so sends clear, concise,
coherent message MJ/TR/Flickr Position: Premier luxury vehicle High-quality building materials
Showroom layout
Dealers wear suits Branding: Different dealership experience MJ/TR/Flickr MJ/TR/Flickr JMR Photography/Flickr dlkinney/Flickr Positioning: Inexpensive,
efficient, family-friendly Branding:
Different travel experience
No bag charge --
"freedom from fees" Southwest Airlines Message
strategy How you communicate the relative advantage Which door is your customer behind? Customize the message to address
needs of audience
Messages change over time as
targets, lifestyles change Seven questions to keep in mind 1. Who are you talking to?
2. What's your point?
3. What's the key word?
4. Why should I care?
5. Why should I believe you?
6. What do you want me to do?
7. How should I feel? In 1995, Altoids was No. 6 in mint category
Brand awareness was about 13 percent Bryce Edwards/Flickr In Seattle, 63 percent could identify brand,
45 percent had tried Altoids
and 30 percent were regular users. Start with marketing research Focus group interviews in Seattle
Street interviews in Chicago Chicago is unlike Seattle in terms of awareness and popularity Asked consumers to write obituaries
for Altoids and other brands Tic-Tacs “Tic-Tac passed away early Wednesday morning, Nov. 16, 1994. The cool, refreshing evergreen flavor has been around for years. Survived by Breath Savers, Life Savers and gum, Tic-Tacs will not be forgotten.”
-- Carole Life Savers “On Nov. 16, 1994, Life Savers wintergreen breath mints were no more. Many will mourn the these mints and for some others, the event will pass unrecognized. For those who used these mints, there can be consolation in the fact that these weren’t the only mints in existence. Although no mint can ever be replaced exactly, I’m sure each of us can find a substitute to help ease our sense of loss.”
-- Annie Altoids “They will be greatly missed. They were a good friend, one that I counted on daily. It was always great to see them. I could count on them in tough times and when I needed a lift. Their minty freshness was always there when I needed them. Nothing can replace them and they are survived by my memories only. There are no substitutes. Good bye, old friend.”
-- Brent Altoids “With feelings of deep remorse, we announce the passing of a product that has been a true friend to humanity. Altoids, that wonderful companion loved by so many is gone. No longer will we find the glorious refreshment tucked in the tiny tins lining our purses or pockets. How our friend will be missed. Nothing can take its place on a desk, dresser, sofa or car. Gone is the sensual pleasure of popping the little white disk of intense peppermint into my mouth. The prospect of life seems so dull without them. How we long for your return.”
-- Kathleen Competitive benefits Strengths: Strong -- not a candy
Strong personality
Strong relationship Compared users with nonusers Challenges Increase awareness while
keeping quirky image
Stay within low budget Opportunities Make the Seattle the typical
(turn Minneapolis into Seattle) Target audience: Demographics Adults 25-49 (more likely to be male)
Has college education
Has higher household income (more than $50,000)
Is a mint user
Is an urban, white-collar professional Target audience: Psychographics Is independent
Is discerning
Appreciates the finer things in life
Is personally involved in the mint category
Likes stronger flavors
Has a special, and intense, relationship with Altoids Target audience: Lifestyle Is physically fit
Goes to movies, theater, concerts
Purchases a variety of music
Owns a personal computer
Likes to entertain
Enjoys an active social life Market selection Choose markets that most closely resemble Seattle in terms of demographics, attitudes and values Portland, Ore.
San Francisco
San Antonio/Austin
Salt Lake City/Boise Dallas/Ft. Worth
Houston Communication strategies Exploit the uniqueness of the package --
make it a walking billboard
Use consistent branding through various media,
including innovative channels
word of mouth
outdoor Socially active audience isn't sitting at home
in front of the TV Media mix Parker Michael Knight/Flickr Alternative newspapers Target younger, college-educated,
white-collar audiences
Independent thinkers
Hip attitudes
Into culture Postcards Distributed in restaurants, bars, clubs
Activates word-of-mouth phenomenon
Can be mailed across country
Unique How did it work? Target markets outpaced non-targeted markets
by five to one margin
After six months, Altoids had a 25 percent
share of the market in Portland (as in Seattle)
Altoids saw a 40 percent increase in regular use
Awareness increased It's an enduring strategy Positioning and branding were the same even when they added
sub-brands and made the taste milder
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