UGBA 10 Lecture Notes - Lecture 10: Toothpaste, Marketing Strategy, Institute For Operations Research And The Management Sciences
23 May 2018
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What is a Marketing Strategy? April 18
I. Marketing strategy answers 5 fundamental questions
1. What is it? (Product/service and competition)
2. Who will buy it? (Target and need)
3. Why will they choose it? (Marketing matric- the 4 P’s
4. What messages should be communicated? (Messaging)
5. What does success look like? (Goal, objectives, milestones)
II. Positioning defined- informs external messaging/communications about the company and its
products/services
• What it is:
o A distinctive description of a product/service relative to competing offerings
o The elements that make the element credible, relevant, and differentiated in the
eyes of its target audience
• Why it matters:
o Defines the elements that are critical to effective communications
o Specifies what the offering needs to displace to win
o It is the basis for message development
III. Positioning answers 4 key questions
• Who are we talking to (target)? Which consumers or users can we help the most? All or
some?
• What’s the alternative or frame of reference? What types of companies provide the
same benefits?
• What is the key benefit? How do we help customers and what do we need to address?
• What makes it believable?
o Table stakes- what are the must haves?
o Differentiators- what is unique about us?
IV. Positioning examples- it is doig soethig (uses action verb in the key benefit statement)
• Crest: For moms, Crest is the toothpaste that cleans kids teeth best because it tastes
good so kids brush longer.
o Moms: target
o Toothpaste: alternative
o Cleans kids teeth best: key benefit
o It tastes good so they brush longer: differentiators
• Fedex Kinkos: For hardworking multi-taskers based in a home office, Kiko’s is your
branch office that allows you to copy, print, make signs, ship, and do hundreds of other
everyday business tasks because only Kinko’s is open 24/7 and has over 4000 locations.
o Hard-working multi-taskers based in a home office: target
o Branch office: alternative
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