Post on 05-Dec-2014
description
VIAN SERRANILLAATENEO GRADUATE SCHOOL OF
BUSINESSMAY 24 ,2013
10 Crafting the Brand Positioning
Outline
6 Key Concepts
1. Look for ‘Key Insight”2. Differentiation Strategies3. Product Life Cycle4. Increasing Sales Volumes5. Market Evolution Stages6. Emerging Markets
What is Key Insight?
An “accepted consumer belief”“Seeing below the surface”“Seeing inside the consumer”Gain competitive advantage
Concept 1
What is Key Insight?
Solve a problemCreate opportunity for consumer“Why?”Basis for a brand’s positioning
Concept 1
Tonta: Talong Kwento ng Pagkatanga
“I’m in love, I go to different stages”
Example of Concept 1
“My idiot’s guide to love”
The 4 Differentiation Strategies
Product Personnel Channel Image
Concept 2
What makes “Tonta” tick
Product
Personnel
Channel
Image
Example of Concept 2
Stages of Stupid Love
Alumni of Ateno Orgs
Ateneo Entablado, Ateneo
Relatable stories for the youth
What is the Product Life CycleConcept 3
Claims of the Product Life Cycle
1. Products have limited life2. Sales pass through distinct stages3. Each stage with different challenges and
opportunities4. Profits rise and fall at different stages5. Different strategies per life cycle stage
Concept 3
Inside the Actor’s Studio
Auditioning/Script Reading
Rehearsing
Becoming the
Character
Letting Go
Example of Concept 3
Introduction Growth Maturity Decline
Ways to Increase Sales Volume
Convert nonusersEnter new market segmentsAttract competitors’ customers
Concept 4
Ways to Increase Sales Volume
Have consumers use product: on more occasions more on each occasion in new ways
Concept 4
Increasing Ticket SalesExample of Concept 4
Increasing Ticket SalesExample of Concept 4
Increasing Ticket Sales
ADVERTISEMENTS
Example of Concept 4
The 4 Market Evolution Stages
Emergence
Growth
Maturity
Decline
Concept 5
Putting up a production:The Creative Team
Creative MeetingDecisions, Booking, Creating
Tech Week/
Opening Night
Closing Night/Pro
d Evals
Example of Concept 5
Introduction Growth Maturity Decline
The Emerging Markets
LatentSingle-nicheMultiple-nicheMass-market
Concept 6
The Audience
The gay youth/youn
g professiona
ls
Ateneo Entablado
Ateneo Theater
Orgs
The youth/youn
g professiona
ls
Example of Concept 6
Outline
6 Key Concepts
1. Look for ‘Key Insight”2. Differentiation Strategies3. Product Life Cycle4. Increasing Sales Volumes5. Market Evolution Stages6. Emerging Markets
VIAN SERRANILLAATENEO GRADUATE SCHOOL OF
BUSINESSMAY 24 ,2013
10 Crafting the Brand Positioning