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Crafting the Brand Positioning (Marketing Strategy)
1. Brand Building
2. The STP Process
2. Marketing Segmentation
3. Marketing Targeting
4. Marketing Positioning
5. Choosing a Positioning Strategy
6. Associations PODs & POPs
7. Consumer Desirability Criteria for PODs
8. Deliverability Criteria for POPs
9. Examples of Negatively Correlated Attributes and Benefits
10. Identity and Image
Brand building is the process that implies using direct advertising campaigns to boost brand awareness, promote a specific product, establish connections and provide value to the target audience. It increases customer satisfaction, customer loyalty, and brand recognition.
Why is brand building important?
A brand is a crucial asset since it helps shape a positive perception of your business in consumers' minds. With its help, people become aware of your company's values, brand personality, and mission. If you succeed to create a strong brand, you can reap the following benefits:
1. increased recognition
2. high level of customer loyalty
3. word of mouth promotion
Today, the STP marketing model (Segmentation, Targeting, Positioning) is a familiar strategic approach in modern marketing. It is one of the most commonly applied marketing models in practice, with marketing leaders crediting it for efficient, streamlined communications practice.
STP marketing focuses on commercial effectiveness, selecting the most valuable segments for a business and then developing a marketing mix and product positioning strategy for each segment.
As Martech continues to develop, so do opportunities for segmentation, targeting, and positioning. So whether you're brand new to STP or a seasoned veteran, it can be useful to take stock and double-check you're utilizing every chance you get to reach, interact with, convert and engage customers.
Untung Juanto ST. , MM. Founder of UJ Consulting. He is professionally experienced business and management consultant in several local and multinational companies.
[read more] He has an experience in managing an effective and efficient company with various approach methods adapted to different industries because He had a career from the lower management level as Supervisor before finally being at the top management level. His Top Management experience started from the position of General Manager, VP Operation, HR Director and Business Development Director
He completed his undergraduate education majoring in Architecture at Diponegoro University, Semarang, Central Java, Indonesia. After that, He continued to Master of Management level majoring in Human Resource Management with cum laude predicate with a GPA of 3. 94 at Mercubuana University, Jakarta, Indonesia.
His last work experience as Deputy President Director at Hutahaean Group in charge of 14 business units engaged in various industries including CPO Production, Oil Palm Plantation, Cassava Plantation, Tapioca flour production, 4 and 5 star hotels, waterparks, golf courses and housing with a total of employees more than 3,000 employees.
His biggest achievement was in 2021 when He served as Deputy President Director at Hutahaean Group Indonesia by increasing the company's revenue from IDR 700 billion to IDR 1. 1 trillion (y/y) and increasing the profit margin by more than 20%. Doing a turn around on business units that have lost in the last 5 years become profits. In addition, He have also succeeded in creating an efficient and effective management system by redesigning the Business Process Management (BPM), reviewing Standard Operating Procedures (SOP) and Work Instructions and compiling the appropriate Key Performance Indicator Management (KPIM) to increase employee productivity.
He is currently active as a part-time business and management consultant (online) at Enquire Corp. and Flevy Corp. In addition, He also teach part-time at several universities for courses in strategic management, human resource management, project management, entrepreneurship and business.
Since 2012, we have provided best practices to over 10,000 businesses and organizations of all sizes, from startups and small businesses to the Fortune 100, in over 130 countries.
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