Branding Exam MGT 4304

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% 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


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