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Create Value
Identify value
INTERNAL
EXTERNAL
Company
Consumer
Collaborator
Context
Competitors
MARKET = All the potential buyers for a particular product or service
TARGETING
SEGMENTATION
POSITIONING
- Socio-Demographics -Who are they?
- Behavior of Interests-What they do?
- Affiliation or occupation- How they feel?
1) Nº customers in the segment
2) Ability to reach customers
3) Intensity of existing competitor
4) Level of customer satisfaction
5) Forecasting growth
6) Potential profitability
Barriers to entry
What is Marketing?
Position the product or service in the mind of the consumers
WHAT ARE LOOKING FOR..
Value Ladder
Strategic Insight in 3 Circles
Means-end chain
Consumer Journey
Deliver value
MARKETING MIX
LOYALTY LOOP
RISKS
Time Risk
Financial Risk
Psychological Risk
Physical Risk
Positioning Statement
Especially for (target segment), who (needs), (Brand x) is (Concept) because (USP/RTB)
Ex. Especially for Healthy-conscious moms, who needs to feed and satisfy its children, Annie's is the first and best brand offering organic frozen food because it uses the best local farmers ingredients.