The difference between advertising and integrated marketing communications

Marketing Strategy, Positioning, Promotion - Advertising, Promotion Concepts, Services Marketing, Videos / By

 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 the way it was practiced in real organizations. (In the sales/promotion era of marketing.)For most of […]

The difference between advertising and integrated marketing communications Find Out More...

Example of a product repositioning

New Product Process, Positioning, Segmentation, Targeting and Positioning / By

 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 submarket, the overall launch campaign was well executed.All the marketing mix elementsLaunch campaign is a good

Example of a product repositioning Find Out More...

Positioning Example: Banks versus Credit Unions

Positioning, Segmentation, Targeting and Positioning, Videos / By

 A Good Example for Understanding PositioningPositioning 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 of a firm’s competitive strategy. Typically the firm structures its entire range of  marketing mix elements around

Positioning Example: Banks versus Credit Unions Find Out More...

Value Proposition

Introductory Concepts, Marketing Strategy, Segmentation, Targeting and Positioning / By

 What is a “Value Proposition”?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 (or brand’s) offering/s in the marketplace.Over time, firms/brands will develop and enhance

Value Proposition Find Out More...

Scroll to Top