c296 10 marketing strategyblogs.ubc.ca/.../2017/10/c296-10-marketing-strategy-.pdf•positioning:...
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Marketing Strategy
COMM 296COMM 296Image source: whistlerblackcomb.com
Agenda1. Finish up positioning2. Marketing strategy3. Midterm Exam Q&A
Positioning= Target Market + Differentiation
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P&G’s positioning formula
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Simplified Positioning FormulaFor [customer segment], [brand/product name]
is the only [type of product] that provides [unique benefit/differentiation].
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Example: Listerine and Scope
Listerine, the mouthwash category founder:– Positioning: To folks with bad breath, Listerine is the mouthwash that cleans breath fast and easy.
– Tagline: Stops bad breath.
Then Scope enters the market:– Positioning: To folks with bad breath, Scope is the mouthwash that cleans breath fast and tasty.
– Tagline: Scope fights bad breath. Scope doesn’t give medicine breath.
Listerine gets nervous and tries to reposition Scope “tastes great” = “ineffective”– Positioning: To folks with bad breath, Listerine is the mouthwash that cleans breath with special medical cleansers to make sure it’s really done.
– Tagline: The taste people hate, twice a day.
Scope knows effectiveness is a core value:– Positioning: To folks with bad breath, Scope is the flavoured mouthwash that cleans breath effectively.
– Tagline: Scope works. Don’t let the good taste fool you.
Perceptual/ Positioning Map
Example: Department Stores
Example:Cars
12
Marketing Strategy
Target market
+
Marketing mix(→ Posi oning)
Positioning and 4Ps
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In‐Class PracticeTarget: Back‐to‐College After‐hours Event
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Key Takeaways• Positioning: unique space you want to occupy in target market’s mind, relative to competition− All 4Ps must reinforce this!
• Perceptual (positioning) map: visual summary of category on important customer criteria
• Marketing strategy = target market, positioning, 4Ps
Midterm ExamMon, Oct 16, 6:30‐8:00 pm
BUCH A201(Door opens at 6:15 pm)
Exam Structure
• 90 minutes, 60 marks in total• Paper and pen• No notes or devices (only paper dictionary allowed)
General Topics Covered on Midterm
• What is marketing?• Value• Value‐based marketing
• Marketing planning, marketing strategy• Sustainable competitive advantage• BCG Matrix• 4Ps
• Situation analysis• Immediate environment• Types of competition• Macro environment (CDSTEP+N)• SWOT
General Topics Covered on Midterm (Cont’d)
• Marketing research process• Primary vs. secondary• Design: sampling• Primary research methods
• Consumer behaviour• Categories of influences: psychological, social, situational (+marketing strategy)
• Consumer decision process• Search for information, evoked set model, cognitive dissonance, decision rules, problem solving, involvement
• Types of products (from Ch. 9)
• STP• Segmentation bases and variables• Segment attractiveness• Targeting strategies• Positioning• Perceptual maps• Value proposition
General Topics Covered on Midterm (Cont’d)
Special Exam Office HoursFriday, Oct 14, 12‐1 pm – Virtual Office*Saturday, Oct 15, 4‐5 pm – Virtual Office*Available by email until 4 pm on Monday
*Session will be recorded and posted on Connect later that day
Virtual Office on Connect
RemindersExam: 6:30‐8 pm on Monday,
October 16, BUCH A201
No class on Tuesday, after exam
Next class will be Thursday
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