COMM 103 Chapter Notes - Chapter 11: Rifling, Customer Engagement, Frito-Lay
26 Aug 2013
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10 focused on concepts, models, and tools relating to the need identification and solution positioning, including a preliminary discussion on value prop dvlpmt. Product strategy value proposition attributes versus product attributes. When thinking of product strategy, one has the tendency to focus on tangible attributes: although this is valid, this tunnelled vision may result in marketers failing to develop and leverage other essential and core-differentiating attributes. When thinking about product positioning and product strategy, the key is to think about how the p/s offers the customer the best solution compared to competitors. Viewing product strategies as the development of value prop attributes shifts the marketing team"s focus from simply building a better mouse trap to creating positive performance gaps between the company and its competitors. A brand name which communicates and epitomizes positive performance attributes which are judged to be superior to competitor goods is huge in today"s markets.
