課程收益
- To help marketing people to understand and experience the process of value proposition development for the brand
- To strengthen the competency of strategic thinking, enriching the tool kit of marketing planning.
面授大綱
1. Marketing fundamentals
* Marketing evolutions
* Marketing classifications
* Marketing challenges
2. VPH introduction
* Components
* Importance
* Applications
3. Target (identification)
* Market segmentation
* Target identification 4. Consumer insight
* What is insights
* How to generate the consumer insights
* Persona
5. Competitive environment
* Competitive analysis
* Value proposition mapping
6. Benefits / reasons to believe / discriminator
* FABE
* Brand positioning descriptio
7. Key success factors of VPH
8. VPH based IMC
Marketing supervisors, managers, and directors