The Brand Positioning Statement

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品牌策划方案英语

品牌策划方案英语英文回答：Brand Planning Proposal.Executive Summary.In today's competitive business landscape, it is imperative for brands to establish a clear and compelling brand strategy to differentiate themselves and achieve market success. A well-crafted brand planning proposal provides a comprehensive framework for developing and executing a successful brand strategy.Phase 1: Brand Assessment.The brand assessment phase involves conducting a thorough analysis of the current brand identity, market landscape, and competitive environment. This includes:Conducting market research to understand target audience demographics, preferences, and pain points.Analyzing brand equity, brand awareness, and brand perception.Identifying brand strengths, weaknesses, opportunities, and threats.Phase 2: Brand Positioning and Messaging.Based on the brand assessment, the brand positioningand messaging phase defines the brand's unique value proposition and core messaging. This involves:Developing a clear brand positioning statement that articulates the brand's purpose, values, and target audience.Crafting compelling brand messaging that resonateswith the target audience and differentiates the brand from competitors.Establishing a consistent brand voice and tone across all communication channels.Phase 3: Brand Identity Design.The brand identity design phase translates the brand positioning and messaging into a visual identity. This includes:Developing a distinctive brand logo and color palette.Creating a brand style guide that ensures consistency in all brand materials.Designing a website and social media presence that aligns with the brand identity.Phase 4: Brand Activation.The brand activation phase focuses on implementing the brand strategy across all relevant channels. This involves:Developing marketing campaigns that align with the brand messaging and target audience.Establishing partnerships and collaborations to expand brand reach.Creating branded content and experiences that engage customers and build brand loyalty.Phase 5: Brand Performance Measurement and Iteration.The brand performance measurement and iteration phase involves tracking brand key performance indicators (KPIs) and making ongoing adjustments to the brand strategy as needed. This includes:Measuring brand awareness, brand engagement, and customer satisfaction.Identifying areas for improvement and refining the brand strategy accordingly.Staying up-to-date on market trends and competitive developments.Conclusion.A comprehensive brand planning proposal is essential for building a strong and successful brand. By following the steps outlined above, brands can establish a clear brand identity, differentiate themselves from competitors, and achieve their marketing and business objectives.中文回答：品牌策划方案。

Value Proposition, Brand Identity, and Positioning Why Your Brand Needs All Three

Value Proposition, Brand Identity, and Positioning: Why Your Brand Needs All Three《价值主张、品牌识别和品牌定位：构建品牌三者缺一不可》on Tuesday, 15 January 2013. Posted in Brands and MarketingIn the business of marketing, words matter. Sadly, marketers disagree over baisc brand terminology. Through overuse, the terms ‘mission’, ‘vision’, ‘value proposition’, ‘mantra’, ‘essence’, and ‘identity’lack precise definition. The confusion makes strategic thinking about brands more difficult and undermines marketers’credibility. If marketers can’t agree on basic terms and frameworks, how serious can the business of brand strategy be?营销业务很讲究说话的技巧。

然而，营销人员在基本的品牌术语中存在分歧。

由于对“任务”、“愿景”、“价值主张”、“mantra”、“实质”和“识别”这些术语的滥用以及缺乏精准的定义，这种混乱的局面使得从战略角度思考品牌变得更加困难，同时也削弱了营销人员的能力。

如果营销人员在最基本的术语和框架上达成共识，那么品牌战略业务将会充满危机。

How We Got HereIn the 1990‘s, UC Berkeley Haas School of Business Professor, David Aaker, introduced the concept of brand as an asset to be managed for the benefit of the corporation, thus wresting responsibility for ‘branding’ from ad agencies and putting it in the hands of marketing managers. Since then, many agencies, consultants and academics have built on Aaker’s foundation, making their own contributions to the art and science of branding. Years of adaptation, melding and cherry picking have resulted in a world where marketers have no consistent frameworks or proven models from which to work.20世纪90年代，加州大学伯克利分校哈斯商学院的教授,大卫·阿克，为了公司利益，引入了品牌资产管理理念，从广告代理商手中夺走了塑造“品牌化”的职责，还将该职责交到了营销经理人手中。

英语作文模板定位纸

英语作文模板定位纸Title: The Role of Positioning Paper 。

Positioning paper, also known as a positioning statement, is a crucial tool in marketing and branding. It serves as a guide for companies to effectively communicate their brand's unique value and differentiation to their target audience. In this article, we will explore the role of positioning paper and its significance in the business world.First and foremost, positioning paper helps companies define their target market. By clearly identifying the specific demographic, psychographic, and behavioral characteristics of their ideal customers, companies can tailor their marketing efforts to effectively reach and engage with their target audience. This ensures that the company's resources are allocated efficiently and that their messaging resonates with the right people.Furthermore, positioning paper plays a key role in establishing a brand's unique value proposition. It articulates what sets the brand apart from its competitors and communicates the benefits that customers can expect from choosing the brand over others. This clarity in messaging is essential for creating a strong brand identity and building customer loyalty.In addition, positioning paper serves as a guide for all marketing and communication efforts. It provides a framework for crafting consistent and compelling messaging across various channels, including advertising, social media, and public relations. This ensures that the brand's messaging is cohesive and aligned with its positioning, reinforcing the brand's identity in the minds of consumers.Moreover, positioning paper helps companies make strategic business decisions. By clearly defining their target market and unique value proposition, companies can make informed decisions about product development, pricing strategies, and distribution channels. This clarity in direction enables companies to stay focused on their core competencies and avoid diluting their brand's positioning in the market.Furthermore, positioning paper is essential for creating a compelling brand story. It provides the foundation for crafting a narrative that resonates with consumers and builds an emotional connection with the brand. This emotional resonance is crucial for building brand loyalty and driving customer engagement.Additionally, positioning paper serves as a benchmark for evaluating the effectiveness of marketing and branding efforts. By regularly revisiting and refining the positioning statement, companies can assess whether their messaging is still relevant and resonant with their target audience. This ongoing evaluation ensures that the brand remains competitive and continues to meet the evolving needs of its customers.In conclusion, positioning paper plays a critical role in shaping a brand's identity and guiding its marketing and branding efforts. By defining the target market, articulating the unique value proposition, and providing a framework for consistent messaging, positioning paper is an essential tool for companies to effectively communicate their brand's differentiation and create a compelling brand story. As such, it is a foundational element in the success of any business in the modern marketplace.。

ad常用词汇

ae——account executive——客户代表，或客户执行。

代表广告公司接受广告主各种业务，并负责整体执行的人。

account group——业务小组。

广告公司内负责某特定客户之工作小组。

以ae 为中心，成员包括行销企划、创意、媒体等工作人员，替客户执行广告企划设定、广告表现制作、媒体安排等业务。

appeal point——诉求点。

广告讯息中，最能打动消费者心理，并引起行动的重点。

brain storming——动脑会议。

可自由发想，不受限制的讨论会议。

brand image——品牌形象。

消费者对商品品牌之印象。

cf——commercial film——乃广告影片是也，可不是电视广告脚本哦，commercial 是电视广告脚本。

competitive presentation——比稿。

有的广告主不会将广告计划立即委托一家广告公司，而是让多家广告公司彼此竞争，再从中选择最优秀、最满意的广告公司。

copywriter——文案（撰文人员）。

负责广告文案的专门写作。

ci——corporate identity——企业识别。

以统一性的标志表示企业的理念、文化以及经营的任务。

creative boutique——创意工作室。

“boutique”为法语中商店的意思，指专门零售店，特别是指贩卖流行物品、装饰品的商店。

以这种语意为背景，由少数人组成、专门制作广告的公司，便称为小型制作专业广告公司。

direct response advertising——直效广告。

需要从潜在客户处得到简单回应的广告。

例如邮购、直接信函、电讯行销，及有线电视购物频道。

直效广告必须是双向沟通的。

director——指导。

在整个广告作业中，担任指导之专业职务。

依照其经验不同，指导可分为资深指导（senior director)、指导（director）和助理指导（assistant director）。

指导有以下各专业职位：account director（业务指导）creative director（创意指导）arts director（美术指导）copy director（文案指导）media director（媒体指导）planning director（企划指导）finisher——完稿员。

雀巢公司介绍 (英语)

Coffee
Mineral Water
Ice Cream
Beras Rice
Milk Powder
Drinks
雀巢咖啡(Nescafe) 雀巢冰爽茶(Nestea) 雀巢专业餐饮 (Nestle Professional) 雀巢能恩奶粉雀巢佳膳营养品 (Nutren) Gerber婴儿食品(Gerber) 克宁奶粉(Klim) 三花淡奶(Carnation) 鷹嘜煉奶(Eagle) 毕雷矿泉水(Perrier) 雀巢冰激凌 Dreyer‘s皇牌雪糕 Movenpick雪糕美极调味品(Maggi) 百福豆腐奇巧巧克力(Kit Kat) 甘脆朱古力(Crunch) 喜跃宠物食品(Friskies) 爱宝宠物食品 (Alpo) 普瑞纳宠物食品(Purina) 宝路糖果(Polo) 美禄 |雀巢美禄(Milo) 聪明豆(Smarties) 欧莱雅26.4%股份第2大股东雀巢营养五羊冰激凌太太乐80% 豪吉雀巢水业集团拥有72个瓶装水品牌全球最大的瓶装水供应商银鹭徐福记
listnestlbrands雀巢咖啡nescafe雀巢冰爽茶nestea雀巢专业餐饮nestleprofessional雀巢能恩奶粉雀巢佳膳营养品nutrengerber婴儿食品gerber克宁奶粉klim花淡奶carnation鷹嘜煉奶eagle毕雷矿泉水perrier雀巢冰激凌dreyers皇牌雪糕movenpick雪糕调味品maggi百福豆腐奇巧巧克力kitkat甘脆朱古力crunch喜跃宠物食品friskies爱宝宠物食品alpo普瑞纳宠物食品purina宝路糖果polo雀巢美禄milo聪明豆smarties欧莱雅264股份第2大股东雀巢营养五羊冰激凌太太乐80徐福记http
Development

apple营销策划方案

apple营销策划方案1. Introduction1.1 Background information on Apple1.2 Objective of the marketing proposal2. Situation Analysis2.1 Internal analysis of Apple2.1.1 SWOT analysis2.1.2 Assessment of infrastructure and resources2.2 External analysis2.2.1 Overview of the competitive landscape2.2.2 Analysis of target market segments3. Marketing Objectives3.1 Clear and measurable objectives for each target market segment identified3.2 Set realistic goals based on market research and competitor analysis4. Target Market Segmentation4.1 Identification and evaluation of potential target market segments4.2 Selection of segments based on market size, growth potential, and alignment with Apple's brand identity5. Positioning Strategy5.1 Unique selling proposition (USP) for each segment5.2 Differentiation from competitors5.3 Brand positioning statement development6. Marketing Mix6.1 Product Strategy6.1.1 Product portfolio analysis6.1.2 New product development and innovation strategies6.2 Pricing Strategy6.2.1 Analysis of pricing models and strategies6.2.2 Determination of optimal pricing based on market research6.3 Promotion Strategy6.3.1 Integrated marketing communication (IMC) plan6.3.2 Advertising, public relations, and social media strategies6.4 Distribution Strategy6.4.1 Evaluation of current distribution channels6.4.2 Identification of potential new channels6.4.3 Channel management and optimization7. Budget Allocation7.1 Determination of marketing budget based on objectives and strategies7.2 Breakdown of budget allocation for each marketing mix component8. Implementation Plan8.1 Timeline for executing each marketing strategy8.2 Roles and responsibilities of team members involved in implementation8.3 Key performance indicators (KPIs) and metrics for monitoring the success of the marketing plan9. Evaluation and Control9.1 Regular evaluation of marketing activities against established goals9.2 Modification of strategies based on performance results and market conditions9.3 Continuous improvement and optimization of marketing efforts10. ConclusionSummarize the key points of the marketing plan and emphasize the importance of innovation and distinctiveness in Apple's marketing efforts.Overall, this marketing proposal seeks to outline a comprehensive plan for Apple to effectively position itself in the market, target specific market segments, and showcase innovation and distinctiveness. By developing a strong marketing mix and closelymonitoring implementation and performance, Apple can continue to shape the future and maintain its position as a global leader in technology.。

定位英文-

定位英文PositioningPositioning plays a critical role in the success of any business or brand. It involves the development of a specific position in the minds of consumers relative to competing products or services. Successful positioning is key to creating a unique and clear brand identity, which helps to differentiate the brand from competitors.Positioning can be achieved through various methods such as offering unique product features and benefits, promoting the brand's unique selling proposition, highlighting the brand's values, creating a distinct brand personality, and utilizing effective marketing and communication strategies.One of the key factors to successful positioning is identifying the target audience of the brand or product. This includes understanding their needs, preferences, and purchasing behavior. By understanding the target audience, businesses can develop a strategy that resonates with their core values and desires.The process of positioning involves the following steps:1. Understanding the market: It's important to gain a good understanding of the market and its consumers. This includes conducting market research to identify the needs, preferences, and behavior of the target audience. This information is used to determine how the brand can differentiate itself from competitors.2. Developing a unique selling proposition: A unique selling proposition (USP) is a statement that sets the brand apart from competitors. It should be a clear and concise statement that communicates what the brand stands for and what it offers to consumers.3. Defining the brand's values and personality: The brand's values and personality help to establish a connection with the target audience. This involves developing a clear message which resonates with the target audience and identifies the brand's unique personality.4. Creating a brand identity: A brand identity includes the name, logo, visual elements, and design of the brand. It's important to create a consistent and memorable brand identity that represents the brand's values and personality.5. Developing marketing and communication strategies: Effective marketing and communication strategies help to build brand awareness and promote the brand's unique selling proposition. These strategies should be tailored to the target audience and include a mix of digital and traditional marketing channels.Successful positioning can lead to increased brand awareness, customer loyalty, and ultimately, sales. It's essential for businesses to invest time and resources into developing a clear and unique brand position that sets them apart from competitors.。

全球营销管理复习资料

名词解释1. Positioning ：It is the location of your product in the mind of your customer .p2022. Psychographic segmentation: It is grouping people in term of their attitudes, values and lifestyle.p1953. International product: products are offered in multinational, regional markets.p3344. Dumping: As the sale of an imported product at a price lower than that normally chargedin a domestic market or country of origin. P371Selling products in a foreign country at lower prices than those charged in the producing country5. Ethnocentric orientation: Home country is superior; sees similarities in foreign countries. p126. Geographic segmentation: is dividing the world into geographic subsets. p1927. Transfer pricing: refers to the pricing of goods and services bought and sold by operatingunits or divisions of a single company. p3738. Market allocation: relies on consumers to allocate resources.P339. National products：Products are offered in a single national market.p33310. Self-reference criterion: the unconscious reference to one’s own cultural values.P7911. Polycentric orientation: Views each host country is unique; sees differences inforeign countries. p1212. Geocentric orientation: worldview; sees similarities and differences in home andhost countries.P13IV. 简答题1. Identify some of the environmental influences on global pricing decisions. P359Global marketers must deal with a number of environmental considerations when making pricing decisions .Among these are currency fluctuations, inflation, government controls and subsidies, competitive behavior, and market demand.Some of these factors work in conjunction with others; for example,inflation may be accompanied by government controls.2. Briefly describe various combinations of product/communication strategies available to global marketers. When is it appropriate to use each? P346Strategy 1 :product /communication extension .is a strategy selling the same product with the same promotional appeals used in domestically when pursuing opportunities outside the home market .it used frequently with industrial (business to business)productsStrategy 2 : product extension, communications adaptation is a relatively low cost of implementation because the physical product is unchanged, and the main costs are associated with market research and revising promotional appeals. It used when a product fills a different need, appeals to different segment, or serves a different function under conditions of use that are the same or similar to those in the domestic marketStrategy 3: product adaptation, communication extension is an approach to global product planning is to extend, without change, the basic home-market communications strategy while adapting the product to local use or preference conditions,Strategy 4: dual adaptation is an approach used both the different product serves and advertising appeals to consumer receptivity when comparing a new geographic market to the market ,environmental conditions or consumer preferences differ.Strategy 5: product invention. It used when potential customers have limited purchasing power.3. What is a transfer price? What are three methods for determining transfer prices? P373 Refers to the pricing of goods and services bought and sold by operating units ordivisions of a single company.The three methods are cost-based transfer pricing, market-based transfer pricingand negotiated prices.4. Explain the differences among standardized marketing, concentrated marketing and differentiated marketing.P201Standardized marketing is analogous to mass marketing in a single country. It involves creating the same marketing mix for a broad market of potential buyers. Sending the same promotional message to everyoneConcentrated marketing involves devising a marketing mix to reach a single segment of global market . designing a promotional message that communicates the benefits desired by a single segment.Differentiated marketing is a variation of concentrated global marketing . it entails targeting two or more distinct market segments with different marketing mixes. This strategy allows a company to achieve wider market coverage. Designing more than one promotional message ,with each communicating different benefits.5. What is the difference between a product and a brand? p334The brand or trade name is the proprietary identification from the manufacturer. It is subject to trademarking laws (it must not infringe on existing trademarked names) and health authority regulations if it is a cosmetic, food, drug, or medical device (must not confuse or mislead the consumer).The product name or "statement of identity" is the basic definition of the goods (from which fair value comparison may be made by the consumer). The brand/trade name and statement of identity must be directly adjacent each other on the front panel of the label.6. What is positioning? What is the difference between high-tech positioning and high-touch positioning?P204It is the location of your product in the mind of your customer。

ADVERTISING STRATEGY

广告概述 WHAT IS ADVERTISING
5,目标消费者TARGET CONSUMER(续) 目标消费者TARGET CONSUMER( 对于此目标他们最关注的内容是什么?我们的品牌?竞争者?他们在种类中寻找什么?品牌和产品?什么"触点"可被广告使用? (此项必须使用消费者的语言.) What insights have been uncovered…about this target? Their
(other) meaningful and/or perceivable points of difference vs. Competition? (Attach product and/or concept test results if available.)
广告概述 WHAT IS ADVERTISING
如果没有已确定的品牌精神,确认包含一个品牌"特征",需策略性陈述.
If no brand essence has been agreed to, make sure to include a branement in the strategy.
广告概述 WHAT IS ADVERTISING
我们 (客户服务与创意人员一起工作)必须提供一个是观众心声的卖点.
We(Client Service working with the Creative ) must provide a leverageable insight about that relationship.
如果我们要创作出一个能推动客户销售的广告,我们必须明确广告在复杂的市场竞争中被运用的角色. If we are to creative advertising that will move the client's

Segmentation, Targeting, and Positioning-Building the Right Relationships with the Right Customers

1)Undifferentiated marketing strategy

Focus on what is common in the needs of consumers and target the hole market with one offer.

advantages：实现规模经济；
Chapter7 Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers 市场细分、目标市场选择和市场定位：与合适的顾客建立合适的关系
Objectives
2.2 Selecting Target Market Segments 选择目标细分市场
2.2.1 Five Patterns of Target Market Selection 选择目标市场的5种模式 2.2.2 Target Marketing Strategies目标市场营销策略：无差异营销差异化营销集中化营销微市场营销 2.2.3 Choosing a Target Marketing Strategy目标市场营销策略的选择（要考虑的因素）
Identifying
Market Segmentsg
Positioning
设想你是耐克的决策者，你的企业有能力设计、制造满足所有穿鞋者需求的鞋吗？能，你的企业可以在竞争中生存多久？
脑白金就说是一种适合所有人的营养品你觉得如何？强生婴儿洗裕用品不能用于成人吗？为什么宣传成婴儿专用品？通用公司为什么生产大别克和小别克？
1.2 Factors for Segmenting Business Markets

英文-广告术语

AAA America Association of Advertising 美国／广告代理商协会advertising 广告、广告活动advocacy advertising 倡导型广告Account Executive 客户主管Account planning 客户策划Account Services 客户部Advertise 广告主Advertising Department 企业广告部agency 广告代理商Art Director 美术指导Assistant Partner 董事助理bid [bid] 广告竞标business-to-business advertising (B2B advertising) B2B广告brand image 品牌映象capitalism 资本本主义，资本运营commercial advertising 商业广告communication process 传播过程comparative advertising 比较广告consumer advertising 消费品广告consumerism 消费模式customer 顾客Chief Executive Officer(CEO) 首席执行长官Chief Financial Officer(CFO ) 首席财务官client 客户Copywriter 广告撰告人Creative Department 创作部Creative Director 创意总监deceptive advertising 虚假广告department 部门design 设汁稿data 数据director 主管end-user 最终用户、实际使用者industrial advertising 工业广告institutional advertising 社团机构广告Management Supervisor 管理监督Market share 市场占有率Marketing 营销Media Department 媒介部media planning 媒体策划media 媒介national advertising 全国性广告noncommercial advertising 非商业广告pitch 提案professional advertising 业服务型广告public service advertising(PSA) 公益广告puffery 吹捧式的广告qualitative 定性的quantitative 定量的Research Department 调查部retail advertising 零售商广告Sister agency 同属同-集团的广告公司supplier 制作公司Traffic Department 流程协调部Brainstorming 头脑风暴法Campaign 广告攻势Commercial 影视广告片coupon 赠券、折价券logo 品牌标识magazine 杂志media budge 媒体预算media mix 媒体组合medium 媒体(指某个媒体) metropolitan 大都会的outdoor 户外媒体promotion 推广用品public relations(PR．) 公共关系radio 广播媒体Situation Analysis 背景分析Slogan 广告口号Television program 电视节目Website [websait] 主页，网站Drive-time 交通高峰时间So big 做大Numbers 数据Yeah 是的(对啦)A priori 先验估汁(演绎法)A posteriori 实测值(归纳法)Code 编号debranding 品牌屏蔽测试depth Interview 深度访谈desk research 案头调研dichotomous question 两分问题double-barreled question 两难问题double-blind 双盲测试(指实验组和对照组) fatigue bias 疲劳偏差fieldwork 现场调查focus group 焦点小组interview 访谈market research 市场调查mystery shopping 以购物为掩护的调查observation 观察panel 重复凋查样本群participant 参与者population 总人口，总体sample 抽样误差skew 歪曲survey 调查tabulation 统计制表boil down to 归结为hard-and-fast 明确易懂pretty much 大致上analysis 分析community relation 社区关系competitor 竞争者、对于content integration 软性广告cost effective 广告成本效益creative 创意government relations 政府关系grass roots marketing 贴身式营销industry 行业integrated marketing communication 整合营销传播litigation 起沂，诉讼markets 市场组合media service 媒介代理merger 企业合并online advertising 在线广告point-of-purchase （pop）焦点广告position 定位print 平面广告媒体publics 公众群体strategic philanthropy 策略性公益事业strategy 策略、策划target audience 目标受众web design 网站设计digital 数字化co-marketing 联袂营销conference 会议consulting 咨询corporate identity 企业识别culture-specific 文化(民族)特性demographic marketing 人口统汁特征营销direct mail(DM) 直邮广告direct marketing 直销event planning 活动策划exhibition stand 展台integrated branding 整合品牌传播internal corporate communications 企业内部沟通investor relations 股东关系nontraditional 非传统的packaging 包装product placement 产品涉入promotion 活动psychographic 心理统汁的retail 零售retail space 零售市场区域sales promotion 促销活动sponsorship 赞助trade channels 业务渠道vertical publications 行业刊物viral marketing 传染式营销best face forward 展现最佳面貌speak with One voice 统一传播口径the edge 优势top to bottom 自上而下Billboard 广告路牌Blow in card 报刊广告插页Bulldog edition 报纸的早发版Car card [ka：ka：d] 车厢广告Counter advertising 异议式、对抗式广告Display advertisement 陈列式广告Electric spectacular 霓虹灯广告Free-standing insert 非装订广告插页House organ 企业专刊(杂志)Insert 广告插页Island display(超市内)堆头式陈列mail-order advertising 邮购广告network 电(视)台网out-of-home advertising 家外媒体painted bulletin 手绘广告牌panel 广告牌pass-along reader 传阅读者poster panel 用印刷画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体(非大众传媒) vehicle 广告载体count out 清点，算出make it through the day 过一整天pass．．．off to 把……给出pass-along reader 传阅读者poster panel 用印刷四画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体vehicle 广告载体count to 清点，算出make it through the day 过一整天pass．．．off to 把……给出ad planning 广告策划admen 广告人appeal 诉求consumer behavior 消费者行为copy platform 文案大纲creative stratgy 创意策略DAGMAR 广告效果评估体系Day part 时段Decay constant 衰退常数hierarchy-of-effect theory 效果层级理论infomercial 电视直销节日market profile 市场状况market segmentation 市场细分persuasion process 劝服过程primary demand advertising 品类诉求广告product-related segmentation 产品消费量细分seasonality 季节性selective demand advising 选样性诉求(品牌)广告soft sell 软销，感受型广告strategic planning 战略策划teaser campaign 悬念式(调味)广告攻势rule-of thumb 经验法则brand manager 品牌经理corporate advising 企业广告family brand 多品类品牌generic brand 非名牌(产品)green advertising 绿色策略式广告image advertising 形象广告line 产品系列name-brand 名牌national brand 全国性品牌parity 同等private brand 零售商自有品牌product different 产品差异product management品牌管理product positioning 产品定位reference group 参照组tagline (广告)行动口号top -the -line 顶级的trade character 吉祥物utility 好处，用途really do something with 确实能用它做些文章zccumulation 受众数(特定周期内)audience duplication 重复受众brand development index 品牌成长指数category development index(CDI) 销量成长指数coverage 覆盖率，覆盖范围cumulative coverage 累计（总）覆盖率exposure 告显露次数frequency 广告频次gross audience 受众总量gross impression 总印象gross rating points 总收视点loyalty index 忠诚度mags 杂志(简写)media concentration theory 媒体集合理论media dominance theory 媒介优势理论media plan 媒体计划net unduplicated audience 受众participation 参与program delivery rate 节目到达率reach 到达turnover 受众流失overall 全部的rerunning numbers 复核---的数据archetype 标准受众，原型availability 空余时段back- to-back 广告连播chain break 节目提示标板circulation 发行量continuity 持续型排期continuous advertising 持续型广告fresh 新颖的fringe time 非黄金时段holding power 节目(频道)凝聚力holdover audience 既有观众inherited audience 既有观众open end 节日提示语广告时段piggyback 同一客户广告连播prime time 黄金时报pulsing 栏栅式(或间隔式)排期roadblock 拦路广告run-of-schedule(ROS) 非指定时段staggered schedule 交错排期wave scheduling 波浪式排期wear out 广告磨损ln lieu Of 代替buried position 被淹没的广告位column inch 栏／英寸(报纸广告单位) double truck 双页／，告(跨页) facing 一个广告牌(户外媒体单位) franchised position 专用广告位置insertion 平面媒体广告次数insertion order 广告版位定购island position 独立广告版位lifestyle segmentation 生活形态细分local advertising 地方性广告make good 补偿广告media buy 媒体购买media buying service 媒体购买代理narrow casting 小范围播放(窄播) preferred position 首选广告版位readership 读者人数representative 媒体销售代表run-of-press 随意安置的广告版位split run 分版刊登spread[spred] 杂志跨页card rate 广告市价combination 套装广告价controlled circulation 定向发行量cost per point(CPP) 每收视点成本cost per thousand(CPM) 每千人成本earn rate 媒体折扣价flat rate 统一价格grid card 电波广告刊例guaranteed circulation 承诺发行量horizontal publication 横向出版物AA（Account Assistant）客户助理Action Plan 行动方案AD（Account Director）客户总监Add Value 附加价值Ads（Advertisement）广告Advertorial付费软文AE（Account Executive）客户代表、客户主任Agency 代理商AM（Account Manager）客户经理Analysis Tools分析工具Announcement 公告Annual Report年报AP (Asia-Pacific) 亚太区AR List 任务清单ATL (Above the Line) 线上活动Attachment附件Audience Awareness公众认知度Auto Industry 汽车行业Awareness 认知Background Analysis 背景分析Background material 背景材料Benchmark测试基准BI (Behavior Identity)企业行为识别系统Bidding 竞标Bio个人简历Boilerplate公司简介（附在新闻稿后面的关于该公司的简短介绍）Brand Communications Strategy品牌传播战略Brand Loyalty品牌忠诚度Brand Management Commission品牌管理委员会Brand Management Consulting Firm品牌管理顾问公司Brand Management品牌管理Brand Planning/Designing品牌策划/设计Brand Positioning Survey品牌定位调查Brand Positioning 品牌定位Brand Promotion品牌推广Branding Strategy品牌战略Briefing Kit资料包Briefing情况介绍BTL (Below the Line) 线下活动BU （Business Unit）业务部门Bulletin公告栏Bundle 附赠品Business E-Mail 商务电邮Business Model商业计划Business Philosophy 经营哲学Business Strategy 经营战略Campaign 公关或营销活动Career Development 职业发展Career Planning职业计划Case study案例研究Category 类别Celebration 庆典活动CEO Reputation Management CEO声誉管理CEO's Arrangement CEO接待Channel 渠道Chart 幻灯片中的页面China Golden Awards For Excellence in Public Relations 中国最佳公共关系案例大赛China International Public Relations Congress中国国际公共关系大会CI（Corporate Identity）企业形象CIPRA（China International Public Relations Association）中国国际公共关系协会CIS （Corporate Identity Sysetm）企业形象识别系统Client Database Management客户数据管理Client Oriented Strategy客户导向战略Client Relations Development System客户关系开发系统Client Relations Evaluation System客户管理评价系统Client Relations Maintenance System客户关系维护系统Client Relations Management System客户关系管理系统Client Relations Management客户管理管理Client Relations Precaution System客户管理预警系统Client Relations Supporting System客户管理支持系统Client Relations客户关系Client Satisfaction Management客户满意度管理Clipping Report剪报报告Closing Phase结束阶段Code of Conduct行为准则Code of Ethics 职业道德Communication Model 传播模式Communications Kit新闻夹Communications Management 传播管理Communications Regions传播地域Communications Strategy传播战略Community Relations社区关系Competitor竞争对手Confidential 保密的、机密的Confidential Items保密条款Consecutive Interpretation交互式翻译Consultant顾问Consumer Buying Process 顾客购买过程Consumer Database顾客数据Consumer Orientation消费者导向Consumers/Dealers Assembly用户/经销商大会Contact Person 联系人Continuous Education继续教育Controlling Phase 控制阶段Coordination Communicating协调沟通Copywriter 文案Copywriting公关文案Core Competitiveness核心竞争力Core Media核心媒体Corporate Affairs企业事务Corporate Image企业形象Corporate Profile公司简介Corporate Reputation企业声誉Corporate Video 宣传片Cost Control成本控制Cost Management成本管理Creative & Design创意设计Credential公司或个人简介Crisis Control 危机控制Crisis Management Office危机管理办公室Crisis Management Planning危机管理策划Crisis Management Team危机管理小组Crisis Management危机管理Crisis Research危机研究Crisis Statement危机声明Customer testimonial客户证言Datasheet宣传页Decoration 现场布置（装饰）Demand GenerationDemo Booth 产品演示台Diagnosis诊断Director总监Distributor 分销商DM （Direct mailing ）直邮Domain Name Registration 域名注册Donation捐赠EC（East China)华东Editorial Calendar媒体刊登计划Effective Communications有效传播Employee Compensation员工薪酬Employee Relations员工关系Environment Analysis环境分析Environment Issues环境问题Ethics of the Profession 职业道德Event Management事件管理Event Planning 事件策划Event事件、活动Executing Phase 执行阶段Execution 执行Executive President 执行总裁Fact Sheet资料（数字或其他材料）FAQ 常见问题问答Fashion Business时尚产业Feature article 深度文章Feature文章类型中的通讯Finance Management财务管理Financial Communications财经传播Flyer 宣传单页Follow-up跟进Forum 论坛GCG（Grand China）大中国区Glossary词汇表Government Affairs政府事务Government PR 政府公关Government Relations政府关系Govt （Government）政府Graphics图形文件Greetings问候语Health Care医疗保健High Tech高科技Hospital PR 医院公关Human Resource Management人力资源管理IMC (Integrated Marketing Communications)整合营传播Implementation实施Incentive Plan激励计划Industry Participation行业参与Initiating Phase 初始阶段INPUTS Evaluation Tools输入级评估工具Integration Management整合管理Interactive PR 网上互动公关Internal Magazine内部期刊Internal Communications System内部传播系统Internal Communications内部传播Internal Film内部电影Internal PR 内部公关International PR国际公关Internet Communications网络传播Internet Media Communications 网媒传播Interpersonal Communications人际传播Interpreter翻译Interview 专访或面试Introduction Lantern宣传幻灯Investor Relations投资者关系Invitation Letter 邀请IPR（Institute of Public Relations）英国公共关系协会IPRA（International Public Relations Association）国际公共关系协会Issue Diagnosis问题诊断Issues Management问题管理ISV （Individual Software Vendor）独立软件开发商Job Evaluation绩效考核Journalist记者Key Media关键媒体Key Messages 关键信息Keynote Speaker主题演讲人Keynote Speech主题演讲LA（Large Account）大客户LE （Large Enterprise）大客户Leadership 领导者Legal Duty法律义务Life Cycle of the Products 产品生命周期Lobby游说Logo标识Long Term Program长期项目Lucky Draw 抽奖Marcomm（Marketing Communications）营销传播Market Analysis Report市场分析报告Marketing Communications Mix营销传播组合Marketing Communications营销传播Marketing Strategy 市场营销战略Marketshare 市场份额Mass Media大众媒体MB（Medium business）中客户MC（Master of Ceremonies）主持人MC（Middle China）华中MD（Managing Director）董事总经理、执行董事Media Assistant媒介助理Media Analysis媒体分析Media Communications Strategy媒体传播战略Media Communications媒体传播Media Coverage 媒体覆盖率Media Director 媒介总监Media Executive媒介代表、媒介主任Media Inquiry媒体垂询Media Kit媒体资料包Media List媒体名单Media Manager媒介经理Media Monitor媒体监测Media Relations媒介关系Media Research媒体研究Media Tour媒体拜访或媒体外出巡游Media媒体Meeting Agenda会议议程Meeting Minutes 会议记录Merchandise促销物品Methodology方法论MI (Mind Identity)企业理念识别MI（Media Index)企业媒体声望指数Mindshare 品牌影响力份额Miscellaneous 杂费Monthly Report月报Multifunctional Task Force多职能任务小组National Standards of the PR Professional Qualification国家公共关系职业资格标准NC（North China）华北NE （Northeast China）东北Negative Report负面报道New Product Launch新产品发布News Clipping新闻剪报News Release新闻发布Newsletter通讯No-profit PR 非营利机构公关Norms of Excellent PR Management 卓越公共关系管理标准NW（Northwest China）西北Objective Diagnosis目标诊断Offering 服务内容On Site现场Online Advertisement 线上广告Online Communications线上传播Online Marketing Communications 线上营销传播Online media网络媒体Online Roadshow 网上路演Online Survey网上调查OOP（Out-of-Pocket）杂费、日常工作发生的成本Open-day Visits开放日参观Opinion Leader舆论领袖OUTCOMES Evaluation Tools输出级评估工具OUTPUTS Evaluation Tools效果级评估工具Outsourcing 外包OV（One Voice）一个声音Photo Library图片库Planning Phase 策划阶段Polish文案润色POP (Point Of Purchase Advertising) 导购点广告Positioning定位Post Event 善后工作Poster 海报Postmortem 会后书面的简短总结报告Postscript后记PR Agency公关公司PR Consulting Market公关顾问服务市场PR Consulting Practice公关顾问实务PR Consulting Service公关顾问服务PR Consulting Tools公关顾问工具PR Directorr 公共关系总监PR Evaluation公关评估PR Event 公关活动PR Guideline公关方针PR Management Working Code公关管理工作准则PR Manager 公共关系经理PR Procedure公关流程PR Proposal公关建议书PR Supervisor 公共关系主管Pre Event前期工作Pre-evaluation 预评估Preface前言Presentation 演示、陈述President 总裁Press Conference新闻发布会Press Kit媒体新闻夹Press Release新闻稿Print Media平面媒体Priority 优先的Procurement Management预警管理Product Test产品评测Profession Responsibility 职业义务Professional Association 专业协会Professional Certification 职业认证Professional Consultant 专业顾问Professional fee专业服务费Professional Grading专业等级Project Life Cycle项目生命周期Project Management项目管理Project Owner项目委托人Project Title项目标题Project公关项目Proposal公关建议书PRSA（Public Relations Society of America）美国公共关系协会Pubic Opinion公众舆论Public Affairs公共事务Public Relations Consulting公关顾问Public Relations Crisis公关危机Public Relations Management公关管理Public Relations公共关系Public Utility公用事业Publicity宣传Q&A问题问答Qualified Project Manager合格的项目经理Quality Control质量控制Quality Management质量管理Questionnaire调查问卷Quotation报价Real Estate房地产Recommendatory 推荐信Recruitment招募Reference参考资料Rehearsal预演、彩排Report报告Reputation Management 声誉管理Research Tools研究工具Reseller 经销商Retainer长期客户Review回顾、总结Risk Management风险管理Roadshow巡展、路演Rude question 不友好的问题SAE（Senior Account Executive）高级客户代表、高级客户主任SAM（Senior Account Manager）高级客户经理SB （Small business）小客户SC（South China）华南Scope Management范畴管理Seminar研讨会Senior Consultant高级顾问Senior Media Executive高级媒介代表Senior Media Manager高级媒介经理Senior Vice President 高级副总裁Shareholders利益关系人Simultaneous interpretation同声传译Slide 幻灯片Slogan口号Social Activities社会活动Social Responsibility社会责任Source Materials客户提供的辅助资料Souvenirs & Gifts 纪念品和礼品SOV （Share of Voice）Speaking with One Voice 用一个声音说话Spokes Person Tips发言人技巧Spokesperson发言人Sponsorship Planning赞助策划Sponsorship 赞助Strategic Consulting战略咨询Strategy Communications Systems战略传播系统Strategy 战略Success Story成功故事Summary 简介、概述Supplier 供应商Survey调查SW（Southwest China）西南SWOT analysis优势、劣势、机遇、威胁分析Synopsis概要总结Target Audience 目标受众Task Marketing任务营销TBD （To be Detail）需更详细信息Team 小组、团队Technical Article技术文章Theme 主题Time Management管理Time Sheet时间管理表Two-way Asymmetry双向非平衡模式Two-way Communications双向传播Two-way Symmetry双向平衡模式Vendor 供应商Venue 会议地点Vertical media行业媒体VI (Visual Identity)视觉识别VIP Speech 讲话稿Virtual Computer虚拟主机Vision愿景Voiceshare 曝光信息份额VP（Vice President）副总裁VSB （Very small business）特小客户、超小客户Website Construction网站建设Whitepaper白皮书Workshops工作研讨Worldwide 全球。

Marketing in Asia Perspective 08

Learning Issues for Chapter Ten
1. How can a firm develop and establish an effective positioning in the market? 2. How do marketers identify and analyze competition? 3. How are brands successfully differentiated? 4. What are the differences in positioning and branding with a small business?
Marketing Management: An Asian Perspective, 6th Edition
Instructor Supplements Created by Geoffrey da Silva
Crafting the Brand Positioning
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© Pearson Education South Asia Pte Ltd 2013. All rights reserved
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Sulwhasoo is positioned as Korea‘s premium herbal medicinal cosmetic brand.
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© Pearson Education South Asia Pte Ltd 2013. All rights reserved
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© Pearson Education South Asia Pte Ltd 2013. All rights reserved

品牌定位报告撰写

Brand Positioning Report Writing品牌定位报告撰写Brand positioning is crucial for a successful marketing strategy. It sets a brand apart from its competitors and creates a unique identity in the minds of consumers. The brand positioning report is a comprehensive document that outlines the strategy and positioning of a brand in the market. In this article, we will discuss the key components of a brand positioning report and how it can be effectively written.品牌定位对于成功的营销战略至关重要。

它使品牌与竞争对手区分开来，在消费者心中形成独特的身份。

品牌定位报告是一份全面的文件，概述了品牌在市场中的战略和定位。

在本文中，我们将讨论品牌定位报告的关键组成部分及其如何有效地撰写。

Executive SummaryBrand positioning report should begin with an executive summary, providing a brief overview of the brand's positioning strategy, target market, and competitive analysis. This section should highlight the key points of the report and provide a quick snapshot of the brand's positioning in the market.品牌定位报告应该以执行摘要开始，提供品牌定位策略、目标市场和竞争分析的简要概述。

策略培训英文版(三)

AND INSPIRING CRATIVE STRATEGY BRIEF
综合的商业机会 INTEGRATED BUSINESS-BUILDING OPPORTUNITIES
– Key competitors: Can include anything client’s brand competes with from the consumer’s point of view (e.g., “home remedies” for insect control in emerging markets). What, if anything, does each competitive brand own? What are their strengths; where are they vulnerable (quality, price, distribution, advertising, etc.)?
– 市场/分割大小，趋势，份额及流通的理由。
– Market/segment size, trends, shares and reasons for current status.
广告概述 WHAT IS ADVERTISING
4、市场写真MARKETPLACE REALITIES（续）
– 主要竞争者：可包括从消费者角度来看的任何客户品牌的竞争品牌（如：用于控制昆虫类产品中所分离出来的“家用药剂”市场）。他们是什么，还有其他，是否所有品牌都包括在内？他们有什么优势；哪里易受攻击（品质，价格，通路，广告等）？
如果没有已确定的品牌精神，确认包含一个品牌“特征”，需策略性陈述。
If no brand essence has been agreed to, make sure to include a brand “character”* statement in the strategy.

市场营销管理手册(英文版)

市场营销管理手册(英文版) Chapter 1: Market Analysis and Research1.1. Understand the importance of market analysis1.2. Conduct market research1.3. Analyze market trends and customer behavior1.4. Identify target markets and customer segments1.5. Use SWOT analysis for strategic planningChapter 2: Marketing Strategy2.1. Develop a marketing strategy aligned with business objectives 2.2. Define unique selling propositions2.3. Set marketing goals and objectives2.4. Determine pricing strategies2.5. Create a brand positioning statement2.6. Select marketing channels and distribution strategies Chapter 3: Product Development and Management3.1. Understand the product lifecycle3.2. Conduct market testing and product research3.3. Develop and launch new products3.4. Manage existing product portfolios3.5. Implement product life extension strategies3.6. Monitor and analyze product performanceChapter 4: Marketing Communications4.1. Develop an effective marketing communication plan4.2. Use integrated marketing communications4.3. Select appropriate communication channels4.4. Create compelling advertising campaigns4.5. Utilize public relations and media relations4.6. Manage and measure marketing communication effectiveness Chapter 5: Digital Marketing and Social Media5.1. Understand the significance of digital marketing5.2. Develop a digital marketing strategy5.3. Utilize various digital marketing channels5.4. Optimize websites for search engines5.5. Leverage social media for marketing purposes5.6. Monitor and measure digital marketing performance Chapter 6: Marketing Analytics and Performance Measurement 6.1. Understand marketing analytics and metrics6.2. Measure and analyze marketing effectiveness6.3. Monitor and evaluate return on investment (ROI)6.4. Utilize customer relationship management (CRM) tools6.5. Implement data-driven decision making6.6. Continuously improve marketing strategies and activities Chapter 7: Marketing Team and Leadership7.1. Build an effective marketing team7.2. Define roles and responsibilities7.3. Provide effective leadership and motivation7.4. Foster a culture of innovation and creativity7.5. Develop talent through training and development7.6. Encourage teamwork and collaborationChapter 8: Ethical and Legal Considerations in Marketing8.1. Understand ethical issues in marketing8.2. Comply with legal requirements and regulations8.3. Adhere to industry standards and codes of conduct8.4. Maintain consumer privacy and data protection8.5. Engage in fair and honest advertising practices8.6. Handle customer complaints and conflicts ethicallyConclusion:The Marketing Management Manual serves as a comprehensive guide for marketers to develop successful marketing strategies, execute effective campaigns, and achieve organizational objectives. By utilizing the principles, tools, and best practices discussed in this manual, marketing professionals can stay ahead in the dynamic and competitive marketplace. The manual encourages continuous improvement, innovation, and ethical practices, ensuring long-term success and customer satisfaction.Chapter 1: Market Analysis and Research1.1 Understand the importance of market analysisMarket analysis is a crucial step in developing a successful marketing strategy. It involves gathering and analyzing data about the target market, competition, and industry trends. By conducting comprehensive market analysis, marketing managers can identify opportunities, understand customer needs and preferences, and make informed decisions. It helps in identifying the right target market, positioning the product or service effectively, and setting realistic goals and objectives.1.2 Conduct market researchMarket research is the process of collecting and analyzing data about the market, customers, and competitors. It provides valuable insights into consumer behavior, market trends, and industry dynamics. Market research can be conducted using various methods such as surveys, focus groups, interviews, and observation. The data collected through market research helps marketers in understanding customer needs, identifying market segments, and making informed business decisions.1.3 Analyze market trends and customer behaviorAnalyzing market trends and customer behavior is essential for understanding the dynamics of the market. By monitoring market trends, marketers can identify emerging opportunities and threats, and adapt their marketing strategies accordingly. Understanding customer behavior helps in designing effective marketing campaigns, developing products or services that meet customer needs, and providing an enhanced customer experience. Marketers can use various data analysis techniques and tools to gain insights into customer behavior and market trends.1.4 Identify target markets and customer segmentsIdentifying target markets and customer segments is critical for effective marketing. Target markets are specific groups of customers that a company wants to focus its marketing efforts on. By identifying the target market, marketers can tailor their marketing strategies and activities to meet the needs and preferences of that particular segment. Customer segmentation involves dividing the market into smaller groups based on similar characteristics such as demographics, psychographics, and behavior. This allows marketers to create customized marketing messages and offers that appeal to each segment.1.5 Use SWOT analysis for strategic planningSWOT analysis is a framework used to assess the internal strengths and weaknesses of a company and the external opportunities and threats it faces. By conducting SWOT analysis, marketers can identify the company's competitive advantages, uncover areas for improvement, and evaluate market opportunities and threats. This analysis helps in developing effective marketing strategies by aligning the company's strengths with market opportunities and addressing its weaknesses and threats. It also helps in identifying potential risks and challenges that may impact the success of marketing campaigns.Chapter 2: Marketing Strategy2.1 Develop a marketing strategy aligned with business objectivesA marketing strategy is a plan of action designed to achieve the marketing objectives of a business. It provides a roadmap for how the company will reach its target market, differentiate itself from competitors, and achieve its business goals. A successful marketing strategy is aligned with the overall business objectives and considers factors such as target market, competitive landscape, and available resources. It outlines the marketing mix (product, price, place, promotion) and the tactics needed to implement the strategy effectively.2.2 Define unique selling propositionsA unique selling proposition (USP) is a distinctive feature or benefit that sets a product or service apart from competitors. It answers the question, "Why should customers choose our product or service over others?" Defining a USP is crucial for positioning the brand effectively in the market and attracting the target market. It involves identifying the unique features, benefits, or attributes that make the product or service desirable to customers. The USP should be communicated clearly and consistently in all marketing communications to differentiate the brand and create a competitive advantage.2.3 Set marketing goals and objectivesSetting marketing goals and objectives provides direction and focus for marketing efforts. Goals are broad statements of what the company wants to achieve, while objectives are specific, measurable, achievable, relevant, and time-bound (SMART). Goals and objectives should be aligned with the overall business objectives and the desired outcomes of themarketing strategy. They can include increasing market share, generating leads, improving brand awareness, boosting sales, or enhancing customer satisfaction. Setting clear goals and objectives allows marketers to track progress, make adjustments when necessary, and evaluate the success of marketing efforts.2.4 Determine pricing strategiesPricing strategies play a crucial role in determining the perceived value of a product or service and influencing customer buying decisions. Marketers need to consider various factors such as production costs, competitor pricing, customer perception of value, and overall marketing objectives when determining pricing strategies. Pricing strategies can include cost-based pricing, where the price is based on production costs and desired profit margins, or value-based pricing, where the price is based on the perceived value of the product or service in the market. Promotional pricing, bundle pricing, and penetration pricing are other common pricing strategies used by marketers.2.5 Create a brand positioning statementA brand positioning statement defines how a brand wants to be perceived in the minds of the target customers. It communicates the brand's unique value proposition and differentiates it from competitors. A brand positioning statement typically includes the target market, the brand's unique attributes, and the benefits it provides to customers. It should be clear, concise, and memorable. A well-crafted brand positioning statement guides all marketing communications and activities, ensuring consistency and effectiveness in reaching the target market.2.6 Select marketing channels and distribution strategiesMarketing channels and distribution strategies determine how a product or service reaches the target market. Marketers need to carefully select the most appropriate channels based on factors such as customer preferences, geographic reach, cost-effectiveness, and competitive advantages. The choice of distribution strategies, such as direct sales, wholesalers, retailers, or e-commerce, depends on various factors such as the nature of the product, target market, and supply chain capabilities. Effective channel selection and distribution strategies ensure that the product or service is available to customers when and where they want it, leading to increased sales and customer satisfaction. (Continued in the next chapter...)。

产品定位分析英语作文

产品定位分析英语作文Product Positioning AnalysisIn the realm of business, product positioning is a strategic marketing process that involves creating a unique image or identity for a product in the minds of consumers. This essay will delve into the intricacies of product positioning, its importance, and the factors that contribute to a successful positioning strategy.Understanding Product PositioningProduct positioning is the act of defining a product's value proposition in comparison to its competitors. It is about identifying the unique selling proposition (USP) of the product and communicating it effectively to the target audience. The USP can be based on various factors such as quality, price, features, innovation, or customer service.Importance of Product Positioning1. Brand Recognition: A well-positioned product is easily recognizable and memorable, which helps in building a strong brand identity.2. Market Differentiation: It allows a product to stand out from the competition by highlighting its unique features and benefits.3. Customer Loyalty: By meeting the specific needs of atarget market, a product can foster customer loyalty and repeat business.4. Market Expansion: Effective positioning can open up new market segments and opportunities for growth.Factors Influencing Product Positioning1. Target Market: Understanding the needs, preferences, and behaviors of the target audience is crucial for positioning a product effectively.2. Competitor Analysis: Analyzing the strengths and weaknesses of competitors helps in identifying gaps in the market and opportunities for positioning.3. Product Attributes: The features, benefits, and quality of the product play a significant role in its positioning.4. Pricing Strategy: The price of the product can be a key differentiator and must align with the perceived value it offers.5. Promotion and Communication: The way a product is promoted and communicated to the market can reinforce its positioning.Strategies for Effective Product Positioning1. Segmentation: Divide the market into distinct groups based on shared characteristics to tailor the product positioning to each segment.2. Differentiation: Create a unique identity for the product that differentiates it from competitors.3. Positioning Statement: Develop a clear and concise statement that encapsulates the product’s value proposition.4. Consistency: Ensure that all marketing communications areconsistent with the product’s positioning.5. Feedback and Adaptation: Regularly gather customer feedback and be prepared to adapt the positioning strategy as needed.ConclusionProduct positioning is a dynamic process that requires continuous monitoring and adjustment. It is not a one-time activity but an ongoing effort to ensure the product remains relevant and competitive in the market. By understanding the target market, differentiating the product effectively, and communicating its value proposition consistently, businesses can achieve a strong market presence and long-term success.。

自由品牌运营方案英文

自由品牌运营方案英文IntroductionWith the increasing competition in the market and the ever-changing consumer behavior, brand operation has become a critical aspect of a company's success. As a result, it is essential for businesses to develop a comprehensive brand operation plan in order to achieve their sales and marketing objectives. This brand operation plan will outline the strategies and tactics that will be used to enhance the brand's visibility, strengthen its position in the market, and ultimately drive sales.Brand AnalysisBefore developing a brand operation plan, it is crucial to first conduct a thorough analysis of the brand's current position in the market. This includes identifying the brand's strengths and weaknesses, as well as its opportunities and threats. Through this analysis, we can identify the areas that require improvement and develop strategies to capitalize on the brand's strengths.SWOT AnalysisStrengths:- Strong brand recognition and reputation in the market- High-quality products and excellent customer service- Diversified product range- Established distribution networkWeaknesses:- Limited online presence- Lack of brand differentiation- Poor social media engagementOpportunities:- Growing demand for eco-friendly and sustainable products- Expansion into new markets- Collaborations with influencers and celebritiesThreats:- Increasing competition from new and existing brands- Changing consumer preferences- Economic instabilityBrand PositioningBased on the SWOT analysis, the brand's positioning strategy will focus on building a strong online presence, enhancing brand differentiation, and leveraging partnerships to expand into new markets. This will involve creating a unique value proposition and communicating the brand's values and benefits to the target audience.Brand IdentityThe brand identity is a critical component of the brand's positioning strategy. This includes defining the brand's personality, values, and visual elements. In order to strengthen the brand identity, the following elementswill be developed:- Mission statement: A concise statement that communicates the brand's purpose and core values.- Logo and visual elements: A fresh and modern logo will be designed to create a strong visual impact andestablish a memorable brand identity.- Brand voice: A consistent brand voice will be developed to effectively communicate the brand's values and key messages to the target audience.These elements will be integrated into all brand communication channels, including social media, advertising, and product packaging, to create a cohesive brand identity.Marketing StrategiesIn order to achieve the brand's positioning objectives, the following marketing strategies will be implemented:Online Marketing- Website optimization: The brand's website will be updated to improve user experience and enhance thebrand's online presence.- SEO: A comprehensive SEO strategy will be implemented to improve the brand's visibility in search engine results.- Content marketing: High-quality and engaging content will be created to attract and engage the target audience on the brand's website and social media platforms.- Social media marketing: A targeted social media strategy will be developed to increase brand awareness, drive engagement, and promote product sales.Influencer PartnershipsThe brand will collaborate with influencers and celebrities to boost brand visibility and reach new audiences. This will involve identifying suitable influencers who align with the brand's values and target demographic, and creating engaging content to promote the brand's products.Public RelationsA comprehensive PR strategy will be developed to secure media coverage and increase the brand's visibility. This will involve leveraging press releases, media events, and strategic partnerships to generate positive publicity for the brand and its products.Product DevelopmentIn order to capitalize on the growing demand for eco-friendly and sustainable products, the brand willintroduce a new product line that aligns with the target audience's values and preferences. This will involve conducting market research to identify product opportunities and developing a product line that meetsthe needs of the target audience.Distribution NetworkThe brand's distribution network will be expanded to reach new markets and increase sales. This will involve partnering with new retailers, online marketplaces, and distributors to increase the brand's reach and accessibility.Measuring SuccessIn order to evaluate the success of the brand operation plan, key performance indicators (KPIs) will be established to track the brand's performance. These KPIs will include key metrics such as website traffic, social media engagement, sales performance, and brand visibility.Regular performance reviews will be conducted to assess the effectiveness of the brand operation plan and make necessary adjustments to the strategies and tactics to ensure the brand's success.ConclusionA comprehensive brand operation plan is essential for a brand's success in today's competitive market. By conducting a thorough brand analysis, developing a strongbrand positioning strategy, and implementing effective marketing strategies, the brand will be able to strengthen its position in the market, increase brand visibility, and ultimately drive sales. By regularly measuring success and making necessary adjustments, the brand will be able to stay ahead of the competition and achieve its sales and marketing objectives.。

企业定位英语

企业定位英语Business positioning refers to the strategic process of defining the unique value proposition and target market for a company or brand. It involves determining how a company wants to be perceived in the marketplace and how it differentiates itself from competitors. Business positioning is crucial for establishing a clear identity and competitive advantage in the minds of customers and stakeholders.Here are some examples of business positioning statements in English:1. We are a luxury fashion brand that offers high-quality, exclusive designs for discerning customers who value craftsmanship and sophistication.2. Our company is a technology disruptor that revolutionizes the industry through innovative solutions, helping businesses streamline their operations and maximize efficiency.3. We are a socially responsible company that believes in sustainable practices, offering eco-friendly products that contribute to a greener future.4. Our restaurant is a family-friendly establishment that serves delicious, homemade meals using locally sourced ingredients, providing a memorable dining experience for all ages.5. We are a trusted financial institution that provides personalized banking solutions tailored to meet the unique needs of our customers, ensuring their financial success and peace of mind.6. Our consulting firm specializes in strategic planning and market research, helping businesses gain a competitive edge by providing valuable insights and actionable recommendations.These examples illustrate how companies position themselves in different industries by emphasizing specific attributes, target markets, and value propositions.。

网球馆怎么做营销策划方案

网球馆怎么做营销策划方案Abstract:In today's competitive market, tennis clubs face numerous challenges in attracting and retaining members. A well-developed marketing and promotion strategy is essential to communicate the club's unique selling proposition, engage with potential customers, and increase brand awareness. This comprehensive plan aims to explore various marketing channels, including digital platforms, offline marketing initiatives, events, and partnerships to drive membership growth and revenue. By implementing these strategies, the tennis club will strengthen its position in the market and achieve long-term success.Table of Contents:1. Introduction1.1 Background1.2 Objectives1.3 Target Audience2. Competitive Analysis2.1 Identifying Competitors2.2 Competitive Advantage2.3 Market Share Analysis3. Branding and Positioning3.1 Branding Strategy3.2 Positioning Statement3.3 Unique Selling Proposition4. Digital Marketing Strategy4.1 Website Optimization4.2 SEO and Content Marketing4.3 Social Media Marketing4.4 Email Marketing5. Offline Marketing Initiatives5.1 Print Advertisements5.2 Local Partnerships and Events5.3 Direct Mail Campaigns5.4 Television and Radio Advertisements6. Events and Promotions6.1 Open Houses6.2 Tennis Tournaments and Clinics6.3 Membership Referral Program6.4 Seasonal Promotions and Discounts7. Public Relations and Media Coverage 7.1 Press Releases and Media Kits7.2 Media Outreach and Interviews7.3 Sponsorships and Collaborations8. Monitoring and Evaluation8.1 Key Performance Indicators (KPIs)8.2 Data Analytics and Reporting8.3 Customer Feedback and Surveys9. Budget Allocation9.1 Investment in Digital Marketing9.2 Offline Marketing Expenses9.3 Event and Promotion Costs10. Conclusion1. Introduction:1.1 Background:The purpose of this marketing and promotion strategy plan is to assist a tennis club in expanding its reach, attracting new members, and increasing revenue. The plan outlines a range of marketing tactics and techniques that can help the club achieve these objectives.1.2 Objectives:- Increase membership by 20% within the next year- Enhance brand recognition and visibility in the local community- Establish the club as the premier tennis facility in the region- Increase revenue through membership fees, lessons, and tournaments1.3 Target Audience:The primary target audience consists of tennis enthusiasts, including beginners, intermediate, and advanced level players, in the local area. Additionally, the club aims to attract families, students, and fitness enthusiasts looking for recreational activities.2. Competitive Analysis:2.1 Identifying Competitors:Conduct a thorough analysis of local tennis clubs and sports facilities to identify direct competitors and understand their marketing strategies.2.2 Competitive Advantage:Identify and leverage the unique selling points of the tennis club, such as professional coaches, state-of-the-art facilities, personalized training programs, and social events.2.3 Market Share Analysis:Evaluate the market share of each competitor and identify potential areas for growth by understanding their strengths and weaknesses.3. Branding and Positioning:3.1 Branding Strategy:Develop a strong brand identity through a memorable logo, consistent visual elements across marketing materials, and a compelling brand story that resonates with the target audience.3.2 Positioning Statement:Clearly define the club's positioning in the market, highlighting its unique offerings and differentiators compared to competitors.3.3 Unique Selling Proposition:Identify the club's unique selling points, such as professional coaching staff, variety of tennis programs, advanced facilities, and exclusive member benefits to position the club as the go-to destination for tennis enthusiasts.4. Digital Marketing Strategy:4.1 Website Optimization:Ensure the club's website is user-friendly, mobile-responsive, and provides essential information about facilities, programs, and memberships. Implement bookingfunctionality and online registration for programs and events.4.2 SEO and Content Marketing:Develop a content marketing strategy to attract organic traffic to the website by creating informative blog posts, videos, and tennis tips. Optimize content for relevant keyword searches to improve search engine rankings.4.3 Social Media Marketing:Establish a strong presence on social media platforms, including Facebook, Instagram, and Twitter. Regularlypost engaging content, organize giveaways, and respond to followers' comments and inquiries promptly.4.4 Email Marketing:Develop an email marketing campaign targeting bothexisting and potential members. Send regular newsletters highlighting upcoming events, discounts, and exclusive offers.5. Offline Marketing Initiatives:5.1 Print Advertisements:Place ads in local newspapers, magazines, and sports publications to reach the target audience. Developvisually appealing and informative ads that highlight the club's offerings and benefits.5.2 Local Partnerships and Events:Collaborate with local businesses, schools, and community organizations to host tennis clinics, tournaments, and promotional events. Distribute flyers and brochures at strategic locations within the community.5.3 Direct Mail Campaigns:Develop targeted direct mail campaigns to reach potential members in the local area. Offer special discounts and membership benefits exclusive to those receiving thedirect mail.5.4 Television and Radio Advertisements:Allocate a portion of the marketing budget to television and radio advertisements during peak times to maximize reach and exposure. Develop captivating and visually appealing ads that showcase the club's facilities and programs.6. Events and Promotions:6.1 Open Houses:Host regular open houses to allow potential members to experience the club's facilities, meet coaches, and participate in introductory tennis lessons. Offer special discounts and incentives to attendees who register during the open house.6.2 Tennis Tournaments and Clinics:Organize and sponsor local tennis tournaments and clinics. This will not only promote the club but also attracttalented players and tennis enthusiasts who may become members or take lessons.6.3 Membership Referral Program:Implement a membership referral program that rewards existing members for referring new members. Offer incentives such as discounted membership fees, free lessons, or merchandise.6.4 Seasonal Promotions and Discounts:Design seasonal promotions and limited-time discounts to attract new members during slower periods, such as the winter season. Offer discounted lesson packages, trial memberships, or complimentary add-ons to encourage sign-ups.7. Public Relations and Media Coverage:7.1 Press Releases and Media Kits:Create compelling press releases and media kits highlighting the club's achievements, new programs, tournaments, and partnerships. Distribute them to local media publications, sports websites, and influential bloggers.7.2 Media Outreach and Interviews:Engage with local sports journalists and media personalities to schedule interviews and features about the club. Share success stories, experiences, and tips from the club's coaches and members.7.3 Sponsorships and Collaborations:Partner with local sports organizations, schools, and events to become an official sponsor. This will provide brand exposure and establish the club as a trusted and reputable institution.8. Monitoring and Evaluation:8.1 Key Performance Indicators (KPIs):Identify relevant KPIs to measure the success of the marketing initiatives, including member sign-ups, website traffic, social media engagement, event attendance, and revenue generation.8.2 Data Analytics and Reporting:Utilize website analytics tools, social media analytics, and email marketing platforms to track and analyze data. Create regular reports to monitor the performance of different marketing channels and adjust strategies accordingly.8.3 Customer Feedback and Surveys:Collect feedback from members and participants through surveys and review platforms to gauge satisfaction levels, identify areas for improvement, and address concerns promptly.9. Budget Allocation:9.1 Investment in Digital Marketing:Allocate a significant portion of the marketing budget to online platforms, including website development, SEO, social media advertising, and email marketing.9.2 Offline Marketing Expenses:Determine the budget for print advertisements, directmail campaigns, television, and radio advertisementsbased on the target audience and local media rates.9.3 Event and Promotion Costs:Allocate funds for organizing tournaments, hosting open houses, providing promotional discounts, and sponsoring local events. Consider costs for venue rentals, equipment, staffing, and promotional materials.10. Conclusion:Implementing a comprehensive marketing and promotion strategy plan will help the tennis club attract andretain members, increase brand visibility, and generate sustainable revenue. Continuously monitor performance metrics, adapt strategies based on data insights, and prioritize customer satisfaction to ensure long-term success in an increasingly competitive market.。