BU121 Lecture Notes - Lecture 8: Junk Food, Value Proposition, Marketing Mix
Document Summary
Find a position for the product in the mind of the customer where it provides a unique bene t. Convince the customer that the product provides that unique bene t - so that it occupies that position in their mind - perception is key. Every element of your strategy must communicate the value that you have. Through consistent product, pricing, promotion, and distribution/place decisions. Convince the customer that the product provides that unique bene t- through a consistent marketing strategy . All parts of organistion must have clear idea of the unique bene t. Clear, concise statements of product"s bene ts and uniqueness. Act as glue that keeps decisions consistent and guides the development of the marketing strategy. Ex: baby carrots: advertised like junk food, junk food commercial. High end computer: promoted as elite product, sold only in specialty stores-make sure the message is clear. Because of my behaviour, i am classi ed a certain way.
