Marketing product differentiation definition,pc mac os x install,best audio editing software for mac handbrake - PDF Review

Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Every brand faces the dual challenge of positively influencing growth (by capturing new customers) and doing it in a way that promotes loyalty to the brand. Consumer research identifies audience needs states, key decision drivers and the determines if market peers are meeting the needs of your target segments and how to better meet those needs. If the brand and product is similar to competitors, a brand positioning and differentiation strategy can increase your customer appeal. To differentiate yourself amongst peers, examine the market through the lens of a company and brand.
Use demographics, such as age, household income level, and psychographics, such as hobbies and favorite brands to define target segments.


To do so, find a pool of representative customers and either perform focus group research or online survey research. It is a brand’s ability to creatively, uniquely and strategically position itself in the market that makes it successful.
A company makes products and services and a brand conveys the emotional attributes of both the company and products. To examine potential segment need states and decision drivers, our team developed a generational analysis and psychographic report. Identify the opportunity based on customer need states and decision drivers to find the optimal brand position. For instance, with the advent of iTunes and pirated music, customers no longer pay for whole CDs anymore, therefore record labels should focus more on digital music, concert sales and rights management instead of traditional profits from CDs.


Then, write a positioning statement: Our product [list benefits] for [target audience] because [name unmet need].
Finally, creatively build a brand around that position, including a distinct voice and personality to make a meaningful connection with target audiences. While you will be able to view the content of this page in your current browser, you will not be able to get the full visual experience. Please consider upgrading your browser software or enabling style sheets (CSS) if you are able to do so.



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