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  • How to create strategies that deliver what they promise
    MarketingStat can help.
  • Colgate Frozen Meals failed
    because customer couldn't associate the brand with the product category.
  • The smokeless cigarette of RJ Reynolds failed
    because it tasted like sh*t according to its own CEO
  • Viagra lost massive market share to Cialis
    because Pfizer misunderstood the psychographic profile of the clients, who are two: She & He.
  • Pampers lost market share to Huggies in the 80's
    because they missed the importance of product design.
  • Nivea withdrew it's White is purity deodorant ad
    because it was deemed discriminatory
MarketingStat.com > Blog > #StrategicMarketing > #MarketingStrategy
Advertising Strategy

Anatomy of an advertising strategy

  • February 12, 2018March 27, 2019
#StrategicMarketing #Differentiation #CopyStrategy #CommunicationStrategy
By Mirio E.D. de Rosa

Creating an advertising strategy that delivers what it promises is a long process built on coherence. First off you need the magic ingredient that makes your product truly different and better. Then you think profit. And only then comes the Read more “Anatomy of an advertising strategy” →

Online marketing does not exist

Where does the online world fit in marketing?

  • January 26, 2018September 19, 2018
#StrategicMarketing #MediaStrategy #CopyStrategy #CommunicationStrategy
By Mirio E.D. de Rosa

Don’t let them fool you with terms like online marketing, Internet marketing, digital marketing, social media marketing, affiliate marketing, and you name it. There are no such things. They do NOT exist. There is only Read more “Where does the online world fit in marketing?” →

MarketingStat Blog

Online marketing doesn’t exist

  • January 26, 2018September 19, 2018
#StrategicMarketing #MediaStrategy #CopyStrategy #CommunicationStrategy
By Mirio E.D. de Rosa

Online marketing doesn’t exist.

Marketing is about creating and executing strategies. One of the key marketing strategies is the communication one, which consists of two parts: Read more “Online marketing doesn’t exist” →

MarketingStat Blog

What is the Statement of Purpose?

  • December 15, 2017September 19, 2018
#StrategicMarketing #MissionPurpose #MarketingStrategy
By MarketingStat

The Statement of Purpose, SoP (aka Mission, Vision), defines the company purpose and principles applied to reach the purpose.

When really lived inside the company, the company purpose is the main inspiration for the Marketing Strategies of all company brands.

According to Collins & Porras (see the book Built to Last) an effective SoP is made of two parts: Core ideology and Envisioned future.

How to create a marketing-strategy

How to create a marketing strategy that delivers what…

  • December 15, 2017September 19, 2018
#StrategicMarketing #Segmentation #ProductStrategy #MarketResearch #MarketingStrategy #Differentiation
By Mirio E.D. de Rosa

 

Marketing is about creating and executing strategies, and there are several, connected strategies in a strategic plan. The marketing strategy helps make sense of all the strands of a brand’s strategic plan, but Read more “How to create a marketing strategy that delivers what it promises” →

MarketingStat Blog

Product strategy and freedom of execution

  • November 29, 2017September 19, 2018
#StrategicMarketing #ProductStrategy #OnStrategy
By MarketingStat

The product strategy should give freedom of maneuver and at the same time define clearly the borders behind which stretching the brand performance is not a viable option.  Just pay attention to not define it too narrowly. Read more “Product strategy and freedom of execution” →

MarketingStat Blog

What is brand defense?

  • November 29, 2017September 19, 2018
#StrategicMarketing #Segmentation #PricingStrategy #OnStrategy
By MarketingStat

Brand defense is a tactic game. Perhaps the toughest one.

The overall goal is that of demotivating competitor attacks in order to defend market share and profit. Read more “What is brand defense?” →

MarketingStat Blog

What is the payoff?

  • November 29, 2017September 19, 2018
#StrategicMarketing #Differentiation #CommunicationStrategy
By MarketingStat

The Payoff is a short sentence typically placed under a brand or company name. It is most effective when it is linked to the brand.

For instance, these are strong payoffs: Read more “What is the payoff?” →

MarketingStat Blog

What is the product positioning statement?

  • November 29, 2017September 19, 2018
#StrategicMarketing #MarketingStrategy
By MarketingStat

The product Positioning Statement is part of the Marketing Strategy, which includes three more elements: goal, brand purpose, and target definition.

Positioning statements should be built upon 4 pivotal brand elements: Read more “What is the product positioning statement?” →

MarketingStat Blog

On price and profit

  • November 29, 2017September 19, 2018
#StrategicMarketing #PricingStrategy
By MarketingStat

Increasing market share can be dangerous if you do so at the expense of profitability.

Lowering prices is a deadly decision because  Read more “On price and profit” →

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  • Shall we increase the customer satisfaction index or decrease indifference and dissatisfaction?
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