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Innovation in strategic marketing- Segmentation and differentiation

The very first brand: A tale of segmentation and…

April 23, 2018September 19, 2018

#StrategicMarketing #Segmentation #MarketResearch #Differentiation

By Mirio E.D. de Rosa

Segmentation and differentiation are perhaps the most powerful weapons in the marketing arsenal. Yet they are also the least understood. Why? Because way too often marketers do not understand customers. They can talk products, but features don’t make products different. This article aims to shed some light on how to create solutions that are really desirable to buyers and users while being truly different from competing brands. Enjoy it.

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” →

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” →

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” →

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?” →

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?” →

How to analyze markets?

November 29, 2017September 19, 2018

#Segmentation #MarketingAnalysis

By MarketingStat

Every market analysis should supply at least three key measures: Dimension, tendency, and segments.

Typically, the market segments do not exceed 2 to 4. A market segment is Read more “How to analyze markets?” →

What is the media strategy?

November 29, 2017September 19, 2018

#StrategicMarketing #OnStrategy #MediaStrategy #CommunicationStrategy

By MarketingStat

The Media Strategy determines how to bring the copy to the customer.

Its very goal is to support the marketing objective by providing Read more “What is the media strategy?” →

What is product restaging?

November 29, 2017September 19, 2018

#ProductStrategy #OnStrategy #MarketResearch

By MarketingStat

What is product restaging? We speak of restaging when the product performance changes.

Restaging may require the modification of the Read more “What is product restaging?” →

What is quality?

November 29, 2017September 19, 2018

#StrategicMarketing #OnStrategy #MarketResearch

By MarketingStat

What is quality? What does it mean “High-quality product”?

Quality is not a differentiating concept and therefore should not be Read more “What is quality?” →