UGBA 10 Lecture Notes - Lecture 17: Toothpaste, Marketing Strategy, Marketing Mix

• School: Berkeley
• Department: Business Administration Undergraduate Program
• Course: UGBA 10
• Professor: Briginshaw John

Document Summary

A distinctive description of a product or service relative to competing offerings. The elements that make the offering credible, relevant and differentiated in the eyes of its target audience. A way to focus the organization on the category or alternative its offering needs to displace to win. Target > frame of reference > key benefit > reasons to believe. Positioning can be a person, brand, company, country. Provide something that is a distinct description of what it is relative to the alternatives, things that differentiate from competitors. For target, xyz brand is the category/frame of reference that key benefit because it (of course table stakes, but) is the only one that differentiators. For moms, crest is the toothpaste that cleans kids teeth best not just because it has fluoride, but because it tastes good so they brush longer. Table stakes = not just because it has fluoride. Differentiators = it tastes good so they brush longer.