Repositioning for Exponential Growth in Strategic Marketing

Play an AI-generated podcast conversation about this lesson

What is the definition of strategy according to the Oxford English dictionary?

A plan of action designed to achieve a long term overall aim

What are the two main components in the comparison of Strategy vs. Execution?

Bad vs. Good

What are the key areas of Sales Growth strategies mentioned in the text?

Increase volume, Increase prices, Frequency

Name four possible strategies mentioned in the text.

Retention, Penetration, Frequency, Premiumization Signup and view all the answers

What are the stages of Brand Growth discussed in the text?

Introduce the brand/present credentials, Deepen the connection, Accelerate growth, Keep relevant and differentiated Signup and view all the answers

What is the key focus in Stage 1 of Brand Growth?

Introduce the brand (or category) Signup and view all the answers

What is the key objective of the 'DEEPEN THE CONNECTION' stage?

Build engagement Signup and view all the answers

In which stage is the focus on making the brand part of the 'consumer repertoire'?

ACCELERATE GROWTH Signup and view all the answers

What are the course objectives related to brand planning?

Set the strategy at the core of the brand plan, learn to use analytical skills and key insights for developing strategies, discuss brand lifecycle phases and growth strategies, emphasize innovation, and balance strategy with execution. Signup and view all the answers

What is the main focus during the 'KEEP RELEVANCE AND DIFFERENTIATION' stage?

Reestablish Brand relevance Signup and view all the answers

What is the key activity during the 'ACCELERATE GROWTH' stage?

Innovation Signup and view all the answers

How is the course graded and what are the components of the grading?

Class & forum participation (10%), final exam (50%), and group presentation (40%). Signup and view all the answers

What is expected in terms of class and forum participation?

Quantity and quality, with an emphasis on not repeating points and building on each other’s contributions. Signup and view all the answers

What is the brand example mentioned in 'STAGE 1'?

SANEX Signup and view all the answers

Which stage focuses on fighting competition and providing 'new news'?

KEEP RELEVANCE AND DIFFERENTIATED Signup and view all the answers

What is required for the group presentation at the end of the course?

Present a strategic analysis of the assigned brand, including brand vision, key target audience, trial building, frequency building, consumer retention, premiumization, and portfolio strategy. Signup and view all the answers