Beauti-Tone Green Line: Positioning and Communication Strategy
Brand Positioning and Communication Analysis
Unclear Positioning Impact
Unclear positioning weakens brand relevance in the market because consumers do not clearly understand what the brand stands for. This reduces trust and credibility. If the brand does not clearly communicate how it is different from competitors, it becomes forgettable. When consumers do not see clear benefits or reasons to choose the brand, competitors with stronger and clearer positioning become more attractive.
Brand Situation
Read MoreAuthenticity Versus Fame in Social Media Marketing
Authenticity in Social Media Marketing
What if social media marketing no longer depended on fame, but on authenticity? This question has become increasingly relevant as platforms such as TikTok and Instagram have started hiring everyday people to promote products instead of relying only on famous influencers.
Relatability and Natural Promotion
On the one hand, ordinary users often appear more relatable to audiences. If a product is shown by someone with a normal lifestyle, viewers may feel that the
Read MoreStrategic Brand Management and Equity Fundamentals
Defining the Brand and Its Elements
A brand is a “name, term, sign, symbol, or design intended to identify the goods and services of one seller and to differentiate them from those of the competition.” It is also “the promise, the big idea, and the expectations that reside in each customer’s mind about a product, service, or company.”
Brand elements include the name, logo, symbol, package, and design.
Product Differentiation and Levels
There are three levels of product differentiation:
- Core product
- Actual
Core Concepts and Strategic Decisions in Modern Marketing
Definition and Core Features of Modern Marketing
Marketing is a comprehensive process through which companies create value for customers and build strong customer relationships to capture value from customers in return. It involves identifying customer needs, designing products and services that satisfy those needs, and communicating and delivering value to the customers. Marketing is not just about selling or advertising; it includes market research, product development, pricing, distribution, and
Read MoreSocial Media Marketing Strategy for Facebook, LinkedIn & Instagram
1. Social Media Marketing: Fundamentals & Strategy
Definition: Using social media platforms (Facebook, Instagram, LinkedIn, etc.) to promote a brand, increase sales, drive traffic, and engage with customers.
Core pillars: connection, interaction, and customer data.
Strategy fundamentals:
Set clear goals & KPIs: Align SMM goals (e.g., brand awareness, lead generation, customer care) with overall business objectives.
Know your audience: Research demographics, interests, and behavior to create resonant
Market Research Fundamentals and Strategic Planning
Market Research Fundamentals
1. Definition of Market Research (MR)
Market research is the collection and examination of information about things that people buy or might buy, and their feelings about things that they have bought. It is the process of gathering, analyzing, and interpreting information about a market, about services or products to be offered for sale, and about the past, present, and potential customers for the product or service.
MR involves research into the characteristics, spending
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