Segmentation - a Brief Analysis of Facial Creams
Communication LP IAA School, Module 6
Alexandra Dumitru
Objective: To accomplish the 5 set tasks. Task 1: Positioning - Consumer: Look at the Sony ad and try to formulate backwards the positioning. Task 2: Positioning – Competition a. Formulate the positioning of top 5 players on anti-aging face cream market as you can understand it from their communication in 2008 / 2009. b.Draw up the perceptual map of the category and identify each brand place on the map. Task 3: Briefing: Look at the ad named Maxilife and imagine backwards the following: a. The essentials of the client brief and b. The creative brief c. Look at the Sepala ad and formulate backwards the positioning. Task 4: Debriefing: Take the case of the client brief of ANT (National Authority for Tourism) and imagine that you are an account person and put all the questions that you would put to a client within a debriefing session in order to clarify yourself so that you can come up with a creative brief. Task 5: Communication channels - Identify relevant communication channels for Vodafone Passport service and define what would be the role of each one in a communication campaign aiming to increase subscription of this service.
Task 1 - Sony Triniton– Formulate the Position Backswards
[Target/need] To time, entertainment. _Sony_Triniton_ people that watch TV as a means of information, spending
is the brand of TV sets competitive framework] competing
designed by Sony
[perceptual
mostly with other brands commercializing TV sets, as well as with other image-sharing equipment (videoplayers, recorders, computers).
That best satisfies your need [brand benefit]
for brightness and clarity of the portrayed image
The reason why is 1.RTB crystal-clear image at an affordable price 2.RW it is based on a technological innovation – “triniton” which is used specifically for a clearer and brighter image.
The brand character is reality. _brighter, clearer image , more vivid and
Alexandra Dumitru
Objective: To accomplish the 5 set tasks. Task 1: Positioning - Consumer: Look at the Sony ad and try to formulate backwards the positioning. Task 2: Positioning – Competition a. Formulate the positioning of top 5 players on anti-aging face cream market as you can understand it from their communication in 2008 / 2009. b.Draw up the perceptual map of the category and identify each brand place on the map. Task 3: Briefing: Look at the ad named Maxilife and imagine backwards the following: a. The essentials of the client brief and b. The creative brief c. Look at the Sepala ad and formulate backwards the positioning. Task 4: Debriefing: Take the case of the client brief of ANT (National Authority for Tourism) and imagine that you are an account person and put all the questions that you would put to a client within a debriefing session in order to clarify yourself so that you can come up with a creative brief. Task 5: Communication channels - Identify relevant communication channels for Vodafone Passport service and define what would be the role of each one in a communication campaign aiming to increase subscription of this service.
Task 1 - Sony Triniton– Formulate the Position Backswards
[Target/need] To time, entertainment. _Sony_Triniton_ people that watch TV as a means of information, spending
is the brand of TV sets competitive framework] competing
designed by Sony
[perceptual
mostly with other brands commercializing TV sets, as well as with other image-sharing equipment (videoplayers, recorders, computers).
That best satisfies your need [brand benefit]
for brightness and clarity of the portrayed image
The reason why is 1.RTB crystal-clear image at an affordable price 2.RW it is based on a technological innovation – “triniton” which is used specifically for a clearer and brighter image.
The brand character is reality. _brighter, clearer image , more vivid and