Shopper marketing Shopper marketing Decision process is staged Process is 24/7 and omni-channeled Need to understand the shopping experience from the shopper’s point-of-viewShoppers make impulse purchase decisionsShoppers make decisions on habit, intuition and emotionShoppers make decisions based on what they see (and miss)Shoppers think in terms of personal relevance (who is it for? When do I use it?) You .. 더보기 Brand Mantra’s Brand Mantra’s The Elevator Speech Portrays brand associations and responses for a target market. Shows how it is actually perceived. Ask consumers “What comes to mind when you think about V8?” Then brand associations are grouped into categories. Portrays brand associations and responses for a target market. Shows how it is actually perceived. Ask consumers “What comes to mind when you.. 더보기 What is a brand? What is a brand? Brand Positioning Formally… A proprietary trademark for a specific product or service Conceptually… A “contract” from the company to its customers; A promise of specific benefits, quality, and value. A relationship. A positioning statement defines the value proposition of product to the target market. ◦ Target Market [For Whom] ◦ Point of Difference [Reason to Buy] ◦ P.. 더보기 이전 1 ··· 35 36 37 38 39 40 41 ··· 57 다음
