Branding Exam MGT 4304
% of purchase decisions made in store
75-80
four components of brand positioning
80/20 target, competitve set, pop, pod
FMOT-POD
Crest used marketing budget to have high tier beauty cues like embossing and foils
conversions
FMOT
FMOT package framework
ID (brand name, logo, colors), POP (making sure you are being considered, needs image of creamy frothy, dog pad packaging), POD (value purchase barrier, plastic and ergonomic folgers can)
pod perspective
POD is how it connnects to 80/20; your POD may be perceived as a new category
perceived quality
affects advocacy more than any other element; must attain certain min level.
perceptual map-POP
axis, not what makes your brand unique--but what 80/20 seeks during purchase decision
perceptual map-POD
axis; how well we are delivering vs comp set and which comp threaten your uniqueness. success is critical here
perceptual map-comp set
based on liklihood for 80/20 to purchase them if your brand is unavailable; which brands also meet needs of 80/20
headline
be precise, avoid detail, consumer friendly
FMOT Purchase barriers
consideration set and value
competitive questions
core question sets structure for this; understand how your brand ranks
Depth of awareness
ease with which brand elements can be recalled; how quicly responednt mentions a brand
ways to collect consumer data
focus groups; one-on-one interviews, shopper shelf studies, ethnographies
consideration set--value
functional value: saves time, simplifies, reduces risk, avoids hassle, reduces cost, quality; emotional value: rewards me, badge value, fun, attractiveness (share a coke)
Breadth of awareness
gauge of how many categories respondents recognize for a brand
elements of a message
headline, image, reason to believe
CTR
how many impressions it takes for your target to click, fewer impressions, stronger your message is
CPC
how much you pay for every ad click
competitive set
if your 80/20 chooses a diff brand, who is it?
ways to drive repeat
loyalty programs, experience, refill model, second moment of truth, email marketing
brand positioning
must fundamental brand assessment; primary brand strategy tool
brand specific questions
not necessary unless the brand has a specific query like new logo
OGSM
objective, goal, strategies, measures
80/20 for FMOT?
package design
POP
primary attribute your 80/20 uses to compare brands in your comp set; you can have multiple
category behavior
serves to help a brand understand general inclinations toward a category; goal is to gain attitudinal and behavior info
second moment of truth
she experienced it and based on that experience decide whether she would buy again
consumers engage with brands through what?
stories
reason to believe
test data, experts, maybe a call to action?
brand equity
the differential effect that knowing the brand name has on customer response to the product or its marketing (Huggies + Kirkland)
perceptual mapping 80/20
the whole map should be grounded to a single 80/20 target (exclude data in your map from anyone not in your 80/20)
who would find this POD most appealing?
think of behaviors that tip this off; like buying organic foods
marketing objective if you are trying to bring awareness to features
trial
purchase barrier--consideration set
type, flavor, scent, size. how shoppers identify precisely the option they seek. (Cafe latte struggled with findability)
perceptual mapping
use this image to guide and assess your brand equity. a means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers' minds
accepted consumer belief
what a consumer already believe about the category guides brand direction
POD
what makes your brand unique?; Tom's of Maine=natural ingredients
FMOT
whether shopper selected your brand in the store and purchased (Cafe Latte)
core question
why a consumer buys a product in a category