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Battle Of Small Thinking

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Information about Battle Of Small Thinking

Published on November 22, 2007

Author: gabi4

Source: slideshare.net

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Strategic planning

We a re all stategists

 

Vreau jucariaaa!!!

We a re all stategists … it’s instinctive…

… it’s instinctive…

Strategia = Cum faci sa ajungi acolo unde vrei sa ajungi

=

Cum faci sa ajungi acolo unde vrei sa ajungi

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Roser Reeves USP (Unique Selling Proposition)

Roser Reeves

USP (Unique Selling Proposition)

ESP (Emotional Selling Propositon) UBP (Unique Brand Personality)

De unde incepem… Ce vrem sa facem? (obiectivele)

Ce vrem sa facem?

(obiectivele)

“ NEVER FORGET, your objective is NOT to 'drive footfall' or 'increase sales'. It's to understand what's STOPPING people doing what you want and finding a way to change that …” Despre obiective Northern Planner (Andrew Hovells, planner at Public, UK)

“ NEVER FORGET, your objective is NOT

to 'drive footfall' or 'increase sales'. It's

to understand what's STOPPING people

doing what you want and finding a way to

change that …”

De unde incepem… Cum facem? (strategia)

Cum facem?

(strategia)

 

Identificarea problemei produsului Interogarea mixului de marketing Analiza situatiei generale de marketing a produsului Definirea obiectivelor si strategiei publicitare Mediul Clientii (reali, potentiali, non clientii) Competitia Analiza relatiei consumator - produs Definirea manierei in care publicitatea poate ajuta produsul Consumatorul Analiza SWOT a produsului

Mediul

Clientii (reali, potentiali, non clientii)

Competitia

Produs Consumator Piata

(Insight) 5 + Adevar despre produs = … Adevar despre consumator (Brand Truth) (Thoght)

 

The Big Idea One clear and compelling thought about the brand

informare = strategie

Perspectiva Sa gasesti cea mai puternica maniera de a transmite mesajul

Sa gasesti cea mai puternica

maniera de a transmite mesajul

Reinventarea realitatii

Reinventarea realitatii

Te iubesc Diseara ies cu baietii

Alte exemple… Shopping in week-end – te pui bine cu “cine trebuie” Masina foarte sigura – poti fi mai agresiv la volan Program prelungit – mai mult timp petrecut alaturi de copii

Shopping in week-end – te pui bine cu “cine trebuie”

Masina foarte sigura – poti fi mai agresiv la volan

Program prelungit – mai mult timp petrecut

alaturi de copii

Caracteristicile unei strategii corecte Relevanta Diferentiatoare Credibila De impact

Relevanta

Diferentiatoare

Credibila

De impact

Cum stim ca am gasit solutia potrivita? … it’s instinctive…

… it’s instinctive…

In concluzie…

Rolul unui strategic planner “ de a (se) intreba mereu, de a interoga marca si consumatorul (prin numeroase metode ortodoxe sau mai putin ortodoxe de cercetare si investigare) pana cand vor "marturisi" un adevar unic , distinct si relevant, care sa poata apoi sa fie comunicat cu carisma (creativ) si integritate (comunicand mereu acelasi discriminator)” Razvan Matasel

“ de a (se) intreba mereu, de a interoga marca si consumatorul (prin numeroase metode ortodoxe sau mai putin ortodoxe de cercetare si investigare) pana cand vor "marturisi" un adevar unic , distinct si relevant, care sa poata apoi sa fie comunicat cu carisma (creativ) si integritate (comunicand mereu acelasi discriminator)”

Razvan Matasel

 

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