V52 Group 6 Writing A Positioning Statement
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A positioning statement defines how a marketer wants a target market to view a brand by describing the target market and differentiating the brand. It brings clarity to marketing strategy and communicates the brand position. To write an effective positioning statement, it should include four parts: the target group and their needs, the brand, the product concept, and the point of difference from competitors. Incorporating these four parts into the statement will help effectively communicate the brand positioning.
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Writing a positioning statement /Group-6
A positioning statement defines how a marketer wants a target market to view a brand by describing the target market and differentiating the brand. It brings clarity to marketing strategy and communicates the brand position. To write an effective positioning statement, it should identify the target group and their needs, state the brand, describe the brand concept, and specify the unique point of difference from competitors. Following this four-part structure will clearly position the brand.
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For other Informa Webinars: http://www.informa-mea.com/webinars
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Great ones avoid buzz words, empty phrases, or mission statements that are so general they could apply to many different companies.
It’s a challenge, but you want to capture what your company stands for in a brief and memorable way.
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We’ve also graded each mission statement to demonstrate how effective they are.
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This document discusses positioning strategies from the textbook "Marketing Management" by Kotler and Keller. It defines positioning as designing a company's offering and image to occupy a distinctive place in the customer's mind. Effective positioning creates a value proposition that gives customers a strong reason to buy a product. The document outlines developing positioning strategies, including determining the target market, identifying relevant competitors, and choosing optimal points of difference and parity. It also discusses using brand mantras to summarize a brand's positioning and differentiate brands through employees, channels, image, and services. Overall positioning strategies aim to communicate a simple and compelling message about a brand's identity and benefits.
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- There are common elements to a product role. There are (soft) skills you can improve on which will help you throughout your PM career. The best way to improve these skills is to find learning opportunities to refine these skills.
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Writing a positioning statement /Group-6
A positioning statement defines how a marketer wants a target market to view a brand by describing the target market and differentiating the brand. It brings clarity to marketing strategy and communicates the brand position. To write an effective positioning statement, it should identify the target group and their needs, state the brand, describe the brand concept, and specify the unique point of difference from competitors. Following this four-part structure will clearly position the brand.
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To view recording: http://youtu.be/OE4TpzxEeo8 or watch the video at end of the slides
For other Informa Webinars: http://www.informa-mea.com/webinars
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Great ones avoid buzz words, empty phrases, or mission statements that are so general they could apply to many different companies.
It’s a challenge, but you want to capture what your company stands for in a brief and memorable way.
Sometimes it helps to look at the mission statements of other companies to get a better idea of how to write your own mission statement.
Gathered below are the mission statements of the world’s 25 most valuable brands in 2015.
We’ve also graded each mission statement to demonstrate how effective they are.
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- There are common elements to a product role. There are (soft) skills you can improve on which will help you throughout your PM career. The best way to improve these skills is to find learning opportunities to refine these skills.
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WEEK TEN: THE EXCEPTIONAL MANAGER -STRATEGY
Semester 1, 2019
‹#›
To create Em dash above headline:
Same size and weight as the headline and set using a soft return.
PC: Em dash (—): Alt+Ctrl+ - (minus)
Mac: Em dash (—): Shift+Alt/Option+hyphen
1
2019 Course Experience Survey
(CES)
Tell us what you think
‹#›
‹#›
Your feedback is valuable
Every semester, we ask students to give us feedback on what works well and what needs to be improved
It’s called the Course Experience Survey (CES) and it helps us improve teaching, course design and content for you
It takes about 10 minutes to complete online
‹#›
For those cynics out there…
The CES matters – it’s part of making sure we’re doing a good job
The CES works – it has delivered a lot of improvements to what we do and you get
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It helps us
‹#›
Your feedback has an impact
Examples of change from student feedback:
Change to group sizes
Updated and more relevant content and examples
Change in class format
Change in lab tasks
Changes in assessment
‹#›
When is it happening?
The CES goes online each semester.
Semester 1 2019 CES dates
HE: Start: 6 May 2019 End: 2 June 2019
VE: Start: 6 May 2019 End: 2 June 2019
‹#›
What devices can be used to access the survey?
Desktop
Laptop
iPad
Smart phone
‹#›
There are 3 options to access the survey
1. Find the survey link in your student inbox
Sender :
Subject:
Click link in email
2. Access via
https://surveys.rmit.edu.au/Blue/
Student login is required
‹#›
3. Access via myRMIT
under ‘Launch Application’
click on ‘Student Survey’
Any questions?
Email to [email protected]
‹#›
Any incentives to complete the CES?
All completed surveys will be placed in a raffle to win an iPad.
‹#›
Objectives of this Lecture
What does it take to be an exceptional manager?
Am I really managing if I don’t have a strategy?
Review of best-known classic strategy theories
How does effective execution help managers during the strategic-management process?
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Managing emotions at work & employees
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– the job-specific knowledge needed to perform well in a specialised field
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– the ability to work well in cooperation with other people to get things done
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The intention was to explain why the "business plan" part of the technovation challenge submission was important and how they could go about completing it.
(The original had gifs instead of images. I have not added attributes for them as I think all the images are in the public domain. I'll gladly remove if anyone is concerned.)
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You've got just a few months to gather all the information, analyze it, identify gaps, develop your plan and present it to the CEO and Board.
Having gone through this process several times, I created an Evernote list with questions to ask in order to be thorough in gathering all the information. Over the years that simple list grew unwieldy with hundreds of questions so I dumped it into a Word doc and then got the bright idea to turn it into an ebook for B2B CMOs -- the only one of it's kind.
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The document discusses how sales training can lead to lasting changes in sales behavior. It describes various techniques for maximizing how much of the training content is absorbed, adopted, and applied by learners. These include tying the training goals to measurable business results, getting learners and leadership involved in establishing expectations, providing pre-work and follow-up activities, and using tools and coaching to reinforce application of concepts after the training.
What the CEO Really Thinks of Marketing
Most CEOs do not understand marketing and see it as a cost center that may not provide clear returns. Marketing can protect itself by clearly demonstrating its value in making sales easier through helpful initiatives, using metrics to show impact, being accountable for goals, and periodically conducting ROI analysis to show how marketing influences sales over time in business-to-business environments.
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—
Introduction to Management
WEEK TEN: THE EXCEPTIONAL MANAGER -STRATEGY
Semester 1, 2019
‹#›
To create Em dash above headline:
Same size and weight as the headline and set using a soft return.
PC: Em dash (—): Alt+Ctrl+ - (minus)
Mac: Em dash (—): Shift+Alt/Option+hyphen
1
2019 Course Experience Survey
(CES)
Tell us what you think
‹#›
‹#›
Your feedback is valuable
Every semester, we ask students to give us feedback on what works well and what needs to be improved
It’s called the Course Experience Survey (CES) and it helps us improve teaching, course design and content for you
It takes about 10 minutes to complete online
‹#›
For those cynics out there…
The CES matters – it’s part of making sure we’re doing a good job
The CES works – it has delivered a lot of improvements to what we do and you get
It helps you and those who come after you
It helps us
‹#›
Your feedback has an impact
Examples of change from student feedback:
Change to group sizes
Updated and more relevant content and examples
Change in class format
Change in lab tasks
Changes in assessment
‹#›
When is it happening?
The CES goes online each semester.
Semester 1 2019 CES dates
HE: Start: 6 May 2019 End: 2 June 2019
VE: Start: 6 May 2019 End: 2 June 2019
‹#›
What devices can be used to access the survey?
Desktop
Laptop
iPad
Smart phone
‹#›
There are 3 options to access the survey
1. Find the survey link in your student inbox
Sender :
Subject:
Click link in email
2. Access via
https://surveys.rmit.edu.au/Blue/
Student login is required
‹#›
3. Access via myRMIT
under ‘Launch Application’
click on ‘Student Survey’
Any questions?
Email to [email protected]
‹#›
Any incentives to complete the CES?
All completed surveys will be placed in a raffle to win an iPad.
‹#›
Objectives of this Lecture
What does it take to be an exceptional manager?
Am I really managing if I don’t have a strategy?
Review of best-known classic strategy theories
How does effective execution help managers during the strategic-management process?
Introduction to Management
Functions of Management
Managing emotions at work & employees
The exceptional manager: strategy
Networking to build e-portfolios
Course Review
‹#›
The skills exceptional managers need
Technical skills
– the job-specific knowledge needed to perform well in a specialised field
Conceptual skills
– the ability to think analytically, to visualise an organization as a whole and understand how the parts work together
Human skills
– the ability to work well in cooperation with other people to get things done
‹#›
In the 1970s researcher Robert Katz identified three skills that are very important to being an exceptional manager: technical, conceptual and human skills.
Ask your students to think of a manager who had one or two of these skills, but not all three. What was the negative impact to the busin.
Writing Your Business Plan
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5. sales training making professional presentations
The document provides guidance on how to give professional sales presentations. It includes a sales presentation checklist that outlines steps like scripting presentations and responses to questions, getting feedback, and preparing appropriate materials for different audiences. It also lists characteristics of a professional's presentation, such as focusing on benefits that solve prospects' problems, including opportunities for engagement, and concluding powerfully. Additional tips include minimizing preparation work for prospects and confirming necessary decision makers will attend. The document emphasizes being prepared through understanding one's own strengths and competition, where the business is growing, customers' wants and needs, and identifying gaps in one's own knowledge. It lists common mistakes sales representatives make as well.
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The document summarizes key discussions from an executive strategy meeting hosted in Eindhoven, Netherlands. Attendees discussed the essential elements of a successful strategy, including having a clear vision statement, clear company positioning, matching strategy to company culture, leadership commitment, breakthrough-focused strategies, self-developed strategies, building capability for transformation, measurability, and learning through small successes. Innovation's role in strategy was also debated, considering different approaches to innovation based on company culture and the benefits of both creativity and structured processes.
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Slides Jordan Bergtraum recently used in his discussion w/ mentees of The Product Mentor.
Synopsis: The Product Management role is very broad. It requires an incredible variety of skills and can consume a human life. Is it time to break the role down into different functions?
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
http://TheProductMentor.com
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This document discusses a corporate training company that provides entrepreneurship and business skills training. It aims to help aspiring entrepreneurs and startups improve their businesses through affordable workshops, seminars, networking forums, and mentorship. These cover topics like marketing, deciding marketing methods, and popular digital marketing channels. The training is given by experienced instructors from various professional backgrounds.
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Success baby loves business plans and so should you
Created and presented to grade 6th - 8th girls as part of the Technovation Challenge 2015.
The intention was to explain why the "business plan" part of the technovation challenge submission was important and how they could go about completing it.
(The original had gifs instead of images. I have not added attributes for them as I think all the images are in the public domain. I'll gladly remove if anyone is concerned.)
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The course is about:
To lighten up the Know (Startup ABC) and the Do (Startup DNA) for the newly established startup team to transfer their mindset to their behavior in a variety of pitch scenarios. Numerous real-life examples went through for the participants to take the seat exchange from the seller to buyer, then back to the seller for shaping effective and interesting pitch points and pitch style.
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FITI Program at CTSP (Central Taiwan Science Park Bureau), Taichung, Taiwan
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V52 Group 6 Writing A Positioning Statement
- 1. Writing A Positioning Statement Alvin Tsoi BerlianaSitumorang Grace San Pedro Grace Sumera Ateneo Graduate School of Business August 6, 2010
- 2. Outline:Positioning Statement FAQs What is a positioning statement? Why is a positioning statement important? What, Why, How to write a positioning statement?
- 3. FAQ #1:What is a Positioning Statement? Description of the target market and How the marketer wants them to view the brand http://www.brandeo.com/positioning+statement
- 4. FAQ # 2:Why is a Positioning Statement Important? To bring clarity and focus to the development of a marketing strategy. To communicate a brand position. http://www.brandeo.com/positioning+statement
- 5. FAQ #3:How to Write a Positioning Statement? 4 Parts Target group and need Brand Concept Point of Difference
- 6. FAQ #3:How to Write a Positioning Statement? Example: Palm Pilot To busy professionals who need to stay organized (target group), Palm Pilot (brand) is an electronic organizer (concept) that allows you to back up files on your PC more easily and reliably than competitive products (point of difference).
- 7. FAQ #3:How to Write a Positioning Statement? Example: Mountain Dew To young, active soft-drink consumers who love adventure, Mountain Dew is the soft drink that gives you more energy than any other brand.
- 8. Summary:Writing A Positioning Statement Incorporate the 4 Parts in Your Statement To effectively communicate your Brand Positioning
- 9. Writing A Positioning Statement Alvin Tsoi BerlianaSitumorang Grace San Pedro Grace Sumera Ateneo Graduate School of Business August 6, 2010