What is quality?
#StrategicMarketing #OnStrategy #MarketResearchWhat 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?”
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What competitors are there?
#StrategicMarketing #Segmentation #MarketingAnalysisWhat competitors are there? Competitors split in two groups: Direct and indirect.
Direct competitors: Read more “What competitors are there?”
How to write strategies
#StrategicMarketing #OnStrategyStrategies are written in comparison, for instance to a competitor or to a comparable technical performance, and can be clustered in three main groups: Read more “How to write strategies”
How to set the price
#StrategicMarketing #PricingStrategyHow to set the price – Prices are not set according to competitors, unless you want to be a reactive follower.
Prices are Read more “How to set the price”
What is the tonality or brand character
#CopyStrategy #CommunicationStrategyThe Tonality or brand character determines how the brand should be perceived.
It doesn’t have to be directly linked to the Read more “What is the tonality or brand character”
What is the support to the brand promise?
#CopyStrategy #CommunicationStrategyWhat is the support to the brand promise? The Reason Why, aka Support to the Brand Promise, is part of the Copy Strategy and it helps customers believe the promise (benefit) the brand makes, so it is linked to the brand benefit, if any. It is not always used. When used, however, it must link to the benefit and possibly to the product too; and Read more “What is the support to the brand promise?”
What is the brand benefit?
#CopyStrategy #CommunicationStrategyWhat is the brand benefit? The Benefit or promise your brand makes is part of the Copy Strategy and it should convince users to prefer it. For instance: Read more “What is the brand benefit?”
What is the copy strategy?
#MarketResearch #MarketingStrategy #CopyStrategy #CommunicationStrategyThe Copy Strategy determines what to tell customers about your brand, so to win their preference.
It is the execution of the Positioning Statement. It sets a measurable objective and it is built upon three elements: Read more “What is the copy strategy?”
Aim of the product strategy
#StrategicMarketing #ProductStrategy #OnStrategyThe very aim of the product strategy is to define the product performance in comparison to competitors.
It may refer to the whole market or just a segment of it and it can claim: Read more “Aim of the product strategy”
How to set the marketing goal?
#StrategicMarketing #OnStrategy #MarketingStrategyHow to set the marketing goal? Marketing goals are SMAC: Simple, Measurable, Achievable, and Challenging*.
This is the marketing objective a worldwide iconic brand set some time ago: Read more “How to set the marketing goal?”