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