So let me get back to the marketing process.
Once you have finally chosen the set of benefits or the package of benefits
which differentiates you from the competition and offer a unique and
compelling value proposition, and for the specific target, or
target segments which to serve, the next step is positioning.
Positioning is all about optimizing the four p's of marketing,
which is what should the product be, at what price it should be offered, and
with what set of services, or after services associated to it,
what should be the optimal channel of distribution, and
what should be the optimal communication strategy for communicating those benefits.
Positioning is the object of the following weeks on this course.
Finally, we have come to the end of this first week of the course.
I know it has been intense, so
let me remind you about what have you already learned.
First of all, I gave you a very simple framework for
how to tackle complex marketing challenges.
We call them the five c's.
Next, we have walked through the marketing process.
How does marketing go about creating value?
We have not gone into the delivering and communicating it yet,
which is the objective of next week.