window of opportunities

Window of opportunities

stratcap.org

Based on

communication overload,

diminishing interest in advertising,

limited budgets;

emotional differentiation (~life style)

of me-too concepts are

Complicated,

time consuming

and

expensive

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NONE market leaders

(as most brands are)

have to

fight

harder

smarter

and

be different

Back to basics – not - Back to zero

stratcap.org

• Differentiating Proposition

• Positive interest

• Trial Purchase

• Preference

• Repeat

• Loyalty

• Market Leader

stratcap.org

A brand is an experience

Living at the intersection of

Promise and expectation

stratcap.org

Marketing Complexity ??

95% of your success depends on 2 branding dimensions

Differentiating Proposition(the relevant offer)

Differentiating Positioning(the unique link secured in the consumers mind)

stratcap.org

Winners Potentials

Sleepers Losers

Brand Box

Differentiating PositioningD

iffe

ren

tiati

ng

Pro

posi

tion

ing +

-

stratcap.org

Differentiating Proposition

Product difference vscompetition

Price / Value relation

Problem solving

significance

Messenger’s Authority

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Differentiating Positioning

Brand awareness

Evoked Set Position

Brand consistency

Brand Recollection

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Influencing “The Black Box”• Product

• Price

• Place

• Promotion

Marketing Stimuli

• Economic Technological

• Political Cultural

• Demographic NaturalEnvironmental Stimuli

• Attitudes Motivation

• Perceptions Personality

• Lifestyle Knowledge

Buyers Characteristics

• Problem recognition Information search

• Alternative evaluation Purchase decision

• Post-purchase behaviour

Decision Process

• Product choice Brand choice

• Dealer choice Purchase timing

• Purchase amount

Buyers Response

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Resulting in…..

Consumer Insight

Competitive set

Targets

Consumer Benefit

Differentiator

Reasons to believe

Brand essence

Brand value

Attributes & Functionality

Personality & Emotion

Your brand window

stratcap.org

Your strategic partner

Contact us

StratCap International Ltd.

216/4 Dien Bien Phu, D3, Ho Chi Minh City

0903 919 380

makeadifference@stratcap.org

www.stratcap.org