Week 4

Question 1

What is a Perceptual Map?

Answer 1

The goal is to illustrate the relative positions of different brands in the minds of consumers.

• The perceptual map concentrates on two attributes that are considered the most significant by consumers in the market. These attributes are often chosen based on their relevance to consumer preferences, needs, or decision-making factors.
• Brand locations represent the positions of different brands within the perceptual map based on how consumers perceive them along the two chosen dimensions.
• Analyze the map to identify patterns, clusters, or gaps in consumer perceptions. Brands that are closely positioned on the map are perceived as similar by consumers, while greater distances suggest differences.

Question 2

What is an example of a Perceptual Map?

Answer 2

Let’s consider a market for smartphones where the two most important attributes are “Price” and “Innovativeness.”

• Brands that offer innovative features at a higher price might be located in the upper-right quadrant.
• Brands with lower prices but perceived as less innovative might be in the lower-left quadrant.
• A brand that is both innovative and affordable might be positioned in the center.

Question 3

What are the steps to developing a Positioning Statement?

Answer 3

Elements of a Positioning Statement:
1. Target (Segment):
Identifies the specific group or segment of consumers that the brand is targeting.

2. Frame of Reference (Competition):
   Defines the category or market in which the brand competes.
3. Point of Difference (Uniqueness):
   Describes what sets the brand apart from competitors, emphasizing its unique value proposition.
4. Reason to Believe (Support):
   Provides evidence or support for the brand’s claims, reinforcing the credibility of the positioning.

Purpose of a Positioning Statement:
Internal:
1. Summarize Strategy:
Serves as a concise summary of the brand’s strategic direction, helping internal teams understand the key elements that define the brand’s unique position in the market.
2. Guide Tactical Decisions (4Ps):
Guides tactical decisions related to the marketing mix (4Ps - Product, Price, Place, Promotion), ensuring that all elements align with the desired positioning in the market.

External:
1. Establish Identity in the Mind of the Consumer:
Communicates a clear and distinct identity to consumers, helping them understand what the brand stands for and how it differs from competitors.
2. Differentiate Your Product:
By highlighting unique attributes and benefits, it aims to differentiate the brand in the eyes of consumers, making it stand out in a crowded market.

Question 4

What is Desired Positioning vs. Actual Positioning?

Answer 4

Desired Positioning:
Represents the image or perception that a brand aspires to create in the minds of its target audience. It is the intentional, strategic position that the company wants its brand or product to hold in the market.

Actual Positioning:
Represents the real, current perception of the brand or product in the minds of consumers. It reflects how consumers actually perceive and position the brand based on their experiences, interactions, and exposure to marketing efforts.

★ Feedback Loop: The relationship between desired and actual positioning creates a feedback loop. The company learns from actual positioning to refine and adjust its desired positioning, and vice versa.

Question 5

What is the Creative Process?

Answer 5

1. Immersion:
   The initial stage where individuals gather background information and gain a deep understanding of the problem or challenge at hand. It involves research, data collection, and immersing oneself in the context of the problem.
2. Digestion:
   Individuals soak in the information acquired during the immersion phase. It involves processing and internalizing the data, allowing it to influence one’s thinking on a subconscious level.
3. Incubation:
   Individuals consciously set aside the problem and take a break from actively thinking about it. This could involve engaging in unrelated activities, allowing the subconscious mind to work on the problem, potentially leading to novel connections and insights.
4. Illumination:
   a.k.a. the “Eureka” moment, when the creative individual experiences a breakthrough idea or solution to the problem.
5. Verification:
   After having the illuminating idea, the individual evaluates and verifies whether the solution effectively addresses the problem. This is the stage where the idea is tested against practical considerations and constraints.

Question 6

Key point of a Creative Strategy?

Answer 6

1. Central Theme: core message that the creative strategy aims to communicate. It is the focal point around which the entire campaign revolves.

Characteristics:
*Distinctive: The theme should set the brand apart and be easily distinguishable from competitors.
*Uniqueness: It should convey a unique selling proposition or key message that resonates with the target audience.
*Memorability: The central theme should be memorable and leave a lasting impression on consumers.

2. Translatable across various tools of integrated marketing communication (IMC): This includes advertising, public relations, social media, content marketing, and other channels.

Characteristics:
*Consistency: The central theme should maintain consistency in messaging across different communication channels.
*Adaptability: The strategy should be flexible enough to suit the unique characteristics of each communication tool.
*Coherence: The theme should contribute to a coherent brand image and message across all touchpoints.

3. Standing the Test of Time: remains relevant and impactful over an extended period. It should not be overly tied to short-term trends.

Characteristics:
*Endurance: The central theme should withstand changes in the market, industry, or consumer preferences.
*Flexibility: While timeless, the strategy should have room for subtle adjustments to keep it contemporary.
*Evergreen Elements: Certain elements of the strategy should possess enduring appeal.

Question 7

What is the Thompson Target Plan:Creative Brief?

Answer 7

1. Who is the target person?
   Identify the specific characteristics of the target audience for the advertising campaign. This includes demographics, psychographics, and other relevant details about the ideal consumer.
2. What is the problem that advertising must solve?
   Clearly articulate the problem or challenge that the advertising campaign aims to address. This could be a consumer need, a market gap, or a specific issue the product or service can solve.
3. What is the key response?
   Specify the desired response or action from the target audience after exposure to the advertising. This could be increased awareness, consideration, purchase intent, or any other specific behavioural response.
4. What is the support?
   Outline the supporting points or evidence that will be used to reinforce the key message and persuade the target audience. This could include product features, benefits, testimonials, or other forms of support.
5. What is the tone and manner?
   This includes the style of communication, the emotions to evoke, and the overall personality of the brand.

E.g., “The tone should be informative and inspiring, conveying a sense of responsibility and encouraging the audience to be part of a positive change. The manner is approachable and modern.”

6. Any other information?
   This could encompass specific brand guidelines, legal considerations, unique aspects of the product or market, past campaigns, international considerations, budget constraints, etc.

E.g., “Ensure that the colour scheme aligns with the brand’s established palette, and comply with environmental regulations in messaging.”