1. V I A N S E R R A N I L L A
A T E N E O G R A D U A T E S C H O O L O F B U S I N E S S
M A Y 2 4 , 2 0 1 3
10 Crafting the Brand
Positioning

2. Outline
6 Key Concepts
1. Look for „Key Insight”
2. Differentiation Strategies
3. Product Life Cycle
4. Increasing Sales Volumes
5. Market Evolution Stages
6. Emerging Markets

3. What is Key Insight?
 An “accepted consumer belief”
 “Seeing below the surface”
 “Seeing inside the consumer”
 Gain competitive advantage
Concept 1

4. What is Key Insight?
 Solve a problem
 Create opportunity for consumer
 “Why?”
 Basis for a brand‟s positioning
Concept 1

5. Tonta: Talong Kwento ng Pagkatanga
“I’m in love, I go to different
stages”
Example of Concept 1
“My idiot’s guide to love”

6. The 4 Differentiation Strategies
Product Personnel Channel Image
Concept 2

7. What makes “Tonta” tick
Product
Personnel
Channel
Image
Example of Concept 2
Stages of Stupid
Love
Alumni of Ateno Orgs
Ateneo Entablado,
Ateneo
Relatable stories for the
youth

8. What is the Product Life Cycle
Concept 3

9. Claims of the Product Life Cycle
1. Products have limited life
2. Sales pass through distinct stages
3. Each stage with different challenges and
opportunities
4. Profits rise and fall at different stages
5. Different strategies per life cycle stage
Concept 3

10. Inside the Actor‟s Studio
Auditioning/Script
Reading
Rehearsing
Becoming
the
Character
Letting Go
Example of Concept 3
Introduction Growth Maturity Decline

11. Ways to Increase Sales Volume
 Convert nonusers
 Enter new market segments
 Attract competitors‟ customers
Concept 4

12. Ways to Increase Sales Volume
 Have consumers use product:
 on more occasions
 more on each occasion
 in new ways
Concept 4

13. Increasing Ticket Sales
Example of Concept 4

14. Increasing Ticket Sales
Example of Concept 4

15. Increasing Ticket Sales
Example of Concept 4

16. The 4 Market Evolution Stages
Emergence
Growth
Maturity
Decline
Concept 5

17. Putting up a production:
The Creative Team
Creative Meeting
Decisions,
Booking,
Creating
Tech Week/
Opening
Night
Closing
Night/Prod
Evals
Example of Concept 5
Introduction Growth Maturity Decline

18. The Emerging Markets
 Latent
 Single-niche
 Multiple-niche
 Mass-market
Concept 6

19. The Audience
The gay
youth/young
professionals
Ateneo
Entablado
Ateneo
Theater Orgs
The
youth/young
professionals
Example of Concept 6

20. Outline
6 Key Concepts
1. Look for „Key Insight”
2. Differentiation Strategies
3. Product Life Cycle
4. Increasing Sales Volumes
5. Market Evolution Stages
6. Emerging Markets

21. V I A N S E R R A N I L L A
A T E N E O G R A D U A T E S C H O O L O F B U S I N E S S
M A Y 2 4 , 2 0 1 3
10 Crafting the Brand
Positioning