Positioning Strategy定位策略
– Determining what place a product should occupy in a given market
– To establish a location in the consumer’s mind based on what the product offers and how that compares with the competition
Product features產品特點
– Feature analysis特徵分析
Competitive advantage競爭優勢
– Importance/performance重要性
Differentiation分別
– Branding品牌
Locating the brand position定位品牌
Budgeting預算
– Determines how many targets and multiple campaign plans a company or brand can support and the length of time the campaign can run
Account planning客戶規劃
– The research-and-analysis process used to gain knowledge and understanding of the consumer
Account Planning Elements客戶規劃要素
1. Consumer insight消費者洞察
2. Message strategy信息策略
3. Media strategy媒體策略
Consumer Insight消費者洞察
Intersects with the interests of the customer and the brand features
Insight mining
– Realistic response objective?
– Causes of nonresponse?
– Barriers to desired response?
– Motivation to respond?
– Role of each element in the communication mix
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