课程大纲：
品牌价值定位
课程意义：
- 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.
参加对象：
* Marketing supervisors, managers, and directors
Program Outline：
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 insight
* How to generate the consumer insights
* Persona
5. Competitive environment
* Competitive analysis
* Value proposition mapping
6. Benefits / reasons to believe / discriminator
* FABE
* Brand positioning description
7. Key success factors of VPH
8. VPH based IMC
品牌价值定位
上一篇: 打造无懈可击的产品组合优势
下一篇: 数字时代的整合营销
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