Analysis of your enterprise position

 

Description of the Model

The form of your product or service and the makeup of your prospect base will influence how you structure your promotion. If you are offering an improved version of the same product or service to the same customer/prospect base then no changes should be required. On the other end of the spectrum, a new product or service going to a new prospect base calls for a new and innovative approach to promotion. In between circumstances require a more subtle approach to promotional changes.

Characterize Your Enterprise
An expert will position your enterprise on a chart based upon your description of:
product function
buyer history
You can trace through the supporting analysis and its conclusions, adjusting your input until you are satisfied your description accurately characterizes your enterprise.

Analysis of Your Enterprise Position:

Brand Repositioning
The product remains the same, but is now offered to a new market. There will be new competitors and a new marketing mix. Product Repositioning
The product is changing, and is now offered to a new market. There will be a new appearance, new features and benefits and new competitors. Innovation
This is the most complex change. New technology, new price, new promotion, and new competitors call for new strategy.
Re-market
The product remains the same, but the marketing mix, price, and promotion are re-blended. Re-launch
Change the name, appearance, costs and the marketing mix. Obvious Substitution
The new product appears in a conspicuous manner drawing attention to new technology and materials. Change the name, appearance, costs and the marketing mix.
No change
Neither the product or market is changing. Maintain the status quo.

Face lift
No change in marketing, but changes in the product must provide greater competitive advantage. Quiet Substitution

No change in marketing. The new product creeps quietly into the market without fanfare.

Fantasy Marketing

Bandiera Inglese e italiaa Fantasy Marketing Romano Pisciotti

fantasy tiger 300x188 Fantasy Marketing Romano Pisciotti

The rules of Fantasy Marketing are simple:

you have to come up with progressively more absurd, but just about conceivable, marketing ideas.

Why not sell tea cosies with the school logo? Couldn’t we write and record a School Song? What if we had a special offer for pregnant women (foetuses attend free)? Why don’t we force all the teachers to participate in a semi-spontaneous Fun Happening in the shopping plaza car park?

In the end you settle on the leaflets, which the secretaries will have to thrust at passersby in the rain.

Le regole del Fantasy Marketing sono semplici:

devi inventare idee di marketing progressivamente più assurde, ma quasi immaginabili.

Perché non vendere bustine di tè con il logo della scuola? Non potremmo scrivere e registrare una canzone della scuola? E se avessimo un’offerta speciale per le donne in gravidanza (i feti frequentano gratuitamente)? Perché non obblighiamo tutti gli insegnanti a partecipare a un Happ Happening semi-spontaneo nel parcheggio della piazza dello shopping?

Alla fine ti accontenti dei volantini, che i segretari dovranno distribuire ai passanti sotto la pioggia. 

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– Rome Business School – Lagos, Nigeria