BU472 Chapter Notes - Chapter 6: Marketing Mix, Freshco, Sobeys
Document Summary
Barcode coffee maker delivers: brand positioning strategy evolves over time, lack of success, need for refinement after success, tassimo"s barcode campaign was successful because they focused on the features of creating a story behind every barcode. It gave a sense of exclusivity, ease of use, and related back to each consumer preferences. Sobey"s price chopper to freshco positioned differently in terms of an improved assortment of fresh goods: firms write a market positioning strategy statement in their marketing plan: Varying price levels across different retail outlets. Evaluate narrow product choices with wide distribution. Brand positioning strategy: brand position exists in the mind of the target audience, reaction consumers have to promotions. Identify new attributes or benefits competitors are communicating to establish their brand position: do preliminary research if necessary, assess brand position, compare current brand positioning with previously determined brand positioning strategy.
