window of opportunities
TRANSCRIPT
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
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• Differentiating Proposition
• Positive interest
• Trial Purchase
• Preference
• Repeat
• Loyalty
• Market Leader
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A brand is an experience
Living at the intersection of
Promise and expectation
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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)
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Winners Potentials
Sleepers Losers
Brand Box
Differentiating PositioningD
iffe
ren
tiati
ng
Pro
posi
tion
ing +
-
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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
www.stratcap.org