Jul 29, 2015
SEGMENTATION Target consumer’s
NEEDS to be satisfied
POSITIONING How brands SATISFY need
uniquely
MARKETINGMIX How brands
Bring positioning to consumers
WHO CONTEXT
SCOPE NEED
DEMOGRAPHY PURCHASE
CONSUME
GENDER LOCATION INCOME
AGE
MORNING
PARTY
WORKING STUDYING
IN-HOME
OUTDOOR
BEFORE MEAL FRIENDS
WIFE
COLLEAGUES
WHO WITH WHEN
WHERE
WHY NOT WHY
DEMAND SPACE SEGMENTATION
WHO WHAT NEED
UNI-QUENESS RTB
HOW BRANDS DIFFERENTIATE DEMAND SPACE SEGMENTATION
POSITIONING FORMULA