On price and profit
MarketingStat #StrategicMarketing #PricingStrategyIncreasing 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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What is the media strategy?
MarketingStat #StrategicMarketing #OnStrategy #MediaStrategy #CommunicationStrategyThe 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?
MarketingStat #ProductStrategy #OnStrategy #MarketResearchWhat 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?
MarketingStat #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?”
What types of competitors are there?
MarketingStat #StrategicMarketing #Segmentation #MarketingAnalysisWhat types of competitors are there? Competitors split in two groups: Direct and indirect.
Direct competitors: Read more “What types of competitors are there?”
How to write strategies
MarketingStat #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
MarketingStat #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
MarketingStat #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?
MarketingStat #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?
MarketingStat #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?”