Prepared by a marketing lecturer, designed for university-level students
Perceptual mapping is a key analytical tool in understanding market positioning. While the best piece of software to use to construct a perceptual map is Microsoft Excel, the structuring of the graph is sometimes a little bit tricky.
Either a … Read more...
Brand personas are commonly used in customer journey mapping, but are generally helpful in most aspects of marketing strategy development. This is because a brand persona – which is a representation of the typical customer in a target market… Read more...
A fundamental principle of modern day marketing is to segment the market and select appropriate target markets. For more information on the market segmentation process, please refer to the market segmentation study guide… Read more...
A key aspect of a successful marketing strategy is the clear definition and communication of a sought-after value proposition. A good way to think about the firm’s value proposition is consider what is different and beneficial about the firm’s … Read more...
In the classification of new products, product repositioning is considered to be a new product task. There are a numerous challenges and benefits associated with product repositioning as discussed in the following article. Please refer to a separate … Read more...
This video highlights a major campaign undertaken by the National Australia Bank (NAB). As you will see, this is probably one of the best executed campaigns that you will see, given that … Read more...
Making a bubble chart in Excel is ideal for making perceptual maps to demonstrate positioning.
There are three ways to make a bubble chart in Excel, as shown the below video “How to make a bubble chart in Excel”.… Read more...
When I was a marketing student, a long time ago, I did not study integrated marketing communications. Instead, I studied advertising and sales management as separate subjects. That was the way it was taught in university and that was … Read more...
Probably a good example of a product repositioning exercise is Mother Energy drink in Australia, which is a Coca-Cola brand. When it was first introduced into the marketplace, driven by Coca-Cola’s goals be a market leader in the energy … Read more...
Positioning is how the firm or brand wants to be perceived by consumers relative to its competitors. It is a very important topic in the study of marketing and usually forms the basis … Read more...
A key aspect of a successful marketing strategy is the clear definition and communication of a sought-after value proposition. A good way to think about the firm’s value proposition is consider what is different … Read more...