MID TEST Marketing Management Essay Example

Ries and Trout also emphasized that positioning begins with the product but goes beyond simply manipulating the product itself. Positioning involves placing a brand in consumers' minds to maximize its potential benefits and strive to be the first thing they think of (Kettle, Philip, Kevin Lane Keller, Marketing Management (14th edition), Pearson Education International Mac Grab Hill). Brand positioning plays a crucial role in guiding marketing strategy by defining the brand's essence, identifying consumer objectives, and showcasing unique approaches taken to achieve these goals.It is crucial for positioning to strike a balance between current state and future aspirations in order to allow room for growth and improvement.Marketers need to establish and communicate the similarities and differences between their brand and competitors. This involves identifying the target market, relevant competition, determining optimal points of parity and points of difference, and creating a brand mantra that summarizes the brand's positioning and essence (Susan Genius, What is Brand? prospect").

Once marketers have determined their chosen brand positioning and desired goal in consumers' minds, they must figure out how to effectively penetrate those minds. Consumers are constantly bombarded with messages, making it difficult for them to sift through diluted or confusing information. Instead of trying to create something entirely new or different, it is more effective to manipulate what already exists in their minds.

As Pace Undersell stated, "It is difficult to change behavior but easy to work with it." This statement reminds us that in order to find a unique position, we must tap into the existing perception held by our target consumers. To successfully penetrate a customer's mind, several aspects need consideration: simplicity, subtlety,courage,willingness

to sacrifice , objectivity,and patience.

So what exactly is marketing strategy?The text discusses a method for maximizing a firm's marketing budget by utilizing pathways and footholds. This approach involves distinguishing the firm from competitors and leveraging its strengths to consistently provide better value to customers. All marketing strategies are based on segmentation, targeting, and positioning (STEP), as shown in figure 1 of the Process-data Model by Davies (http://Davies.M/what-is-strategic-marketing/). The model highlights the sequential dependency of activities and emphasizes that concepts can only be formed after preceding activities have taken place. Segmentation involves dividing the market based on customer characteristics and needs, while targeting focuses on selecting suitable market segments and directing marketing efforts towards this group of consumers.Positioning refers to how a product's key benefits and features are perceived by the target market in comparison to competing products. Once a positioning strategy is developed, it is implemented by the firm. The marketing mix (product, place, price, and promotion) plays a crucial role in supporting positioning in the marketplace. This strategy aims to meet customer needs effectively and build profitable relationships. Creating a flexible strategy that adapts to changes in customer perceptions and demands helps differentiate from competitors. The marketing strategy determines which markets to compete in, establishes competitive advantage, and decides when and how to enter each market. This formula for success can be summarized as: 5 MARKETING STRATEGY + MARKETING PLAN + IMPLEMENTATION = SUCCESS.
Relationship Marketing Strategy emphasizes that consumers buy what has value to them rather than just what you sell. A brand serves as an identity that sets apart a product from its competitors and holds significance for potential consumers. Effective brand positioning

focuses on infiltrating consumers' minds and establishing a place in their hearts. Both the brand itself and its positioning contribute to formulating an initial marketing strategy aimed at specific markets.The marketing plan encompasses the documentation and analysis of a strategy. However, it should be noted that the marketing strategy is not final after product launch. It is crucial to review and evaluate consumer perceptions after introducing the product and implementing brand positioning. This allows for adaptation and strengthening of the brand image in order to remain relevant to consumers' changing perspectives. The relationship between the brand, brand segmentation and positioning, marketing strategy, and marketing plan is significant. Initially, the brand served as a guide for the marketing strategy. However, once a product is marketed, both the strategy and brand positioning can be altered based on consumer perception and emotional connections formed in their minds.

A notable example illustrating this concept is Extra Joss, a health drink introduced on August 14, 1994. The idea for Extra Joss originated from the growing demand for affordable energy drinks among middle-class individuals. PET Banning Tuxedoed (87), known for its expertise in pharmaceutical drugs packaged in powder form sachets, decided to enter the health drink market by creating powdered drink packaging in sachets as well.

There are two key points regarding Extra Joss:
1) The product saves costs by eliminating bottling and transportation requirements.
2) The name "Extra Joss" was chosen due to its easy remembrance and ability to convey a fresh impression.The name "Extra Joss" is chosen for its strength and suitability with the product's sachets. The word "Joss" comes from the Curably dialect, meaning efficacious or okay. East Java 87 decided

to launch Extra Joss in Curably and Manual. The soft launch occurred in 1994, followed by the official launch in April 1995. The distributors were Wisecracks Overseas International. Extra Joss is a brand that effectively conveys its message and is easily recognizable to Indonesian society. It holds dominant patents due to the use of the word "Joss" in the brand, which resonates emotionally with its target audience as it was introduced as the first brand of its kind. The consumer's association with Jargon further reinforces this connection. The power implied by the brand and logo of 'Extra Joss' is communicated through a clenched hand gesture (source: ).There are various methods of establishing a positioning for a specific brand, including positioning based on product characteristics, positioning in accordance with product CIA. Positioning based on culture, directly opposing competitors, emphasizing price or function/benefit, and targeting specific user needs. Initially, Extra Joss positions itself as a refreshing drink. Therefore, Extra Joss positions itself through its function/benefit. This position requires solid differentiation. When we examine the content that Extra offers, it presents unique and strong differentiation. The content provided by Extra Joss is similar to other brands in terms of being an energy drink that offers benefits not significantly different from those offered by other companies. However, it's important to bear in mind that solid differentiation can be achieved through context and infrastructure as well. By utilizing its distinctive context and marketing strategy, Extra Joss presents an entirely distinct energy drink in sachet form. By initially targeting the truck driver market in rural areas and later expanding to urban areas with the tagline "banyan minimum bringer," Extra Joss

has successfully set itself apart and gained a secure market share. To further enhance its position in the market, Extra Joss has developed a marketing mix consisting of appropriate product design, pricing strategies, distribution channels, and effective promotional programs.

Extra Joss, known for its innovative energy drink in powder form packaged in convenient sachets, offers numerous benefits such as increased energy, improved body health, refreshment, and enhanced metabolism. It is particularly popular among individuals with active and rigorous lifestyles. Not only does Extra Joss provide these advantages to consumers, but it also stands out for its affordability compared to competitors. By introducing the concept of non-liquid energy drinks, Extra Joss has been able to reduce production costs and offer each sachet at a relatively low price of approximately 1000 rapid. Originally targeting the low-middle class market segment, Extra Joss initially distributed its product through small shops, stalls, and hawkers. Advertising plays a crucial role in positioning the brand effectively. The advertisements incorporate various elements such as spokespersons, music rhythms, background images, and people involved to create an engaging message. The slogan "buy banyan why buy he bottle" indirectly highlights the practicality of their sachet packaging that is convenient to carry around. Through successful marketing strategies and brand positioning efforts centered around solid differentiation tactics, Extra Joss has emerged as a market leader.
With its recognizable brand name "Joss," the company establishes an emotional connection with consumers.

Extra Joss's soft launch unveiled the pioneering energy drink in sachets, accompanied by the memorable tagline "In banyan, butt pap botany." This tagline has resonated with consumers and continues to be well-remembered. In addition to its product packaging, Extra Joss goes

further to engage consumers' minds through the Generals Bang Extra Joss (Gene-B) program. This initiative focuses on enhancing emotional benefits by selecting Indonesian teenagers, men, and women who possess qualities like achievements, innovation, creativity, and extraordinary attributes which are referred to as "Gene-B" qualities. Previously, Extra Joss only offered functional benefits without requiring consumers to purchase the bottle. However, this program showcases a notable shift in approach.

Furthermore, Extra Joss places great emphasis on community marketing initially targeting truck drivers and laborers but expanding their target market to include teenagers and young individuals. Prominent figures such as Mad Danni (musician), Tuff Hideaway (badminton athlete), Socio Tested (artist, singer), and Mealy Gallus (musician) have been nominated by Extra Joss as representatives of their respective fields. These selected nominations have become popular choices among teenagers.

The inclusion of Gene-B Extra Joss allows consumers to choose from various predetermined nominations provided by Extra Joss. This strategy aims at establishing an emotional connection between the consumer and the brand itself.The text highlights the marketing strategy implemented by PET, Banning Tuxedoed, which involved conducting reviews and making differentiation changes to shift its target audience from hard-working truck drivers in Argentina to energetic teenagers. Additionally, Extra Joss became an official sponsor of the 2002 World Cup and invested approximately 35 billion for this sponsorship. The brand also enlisted Alexandra Del Piper, a famous Italian football player, to enhance its international brand image. In response to changing teenage customer needs, Extra Joss introduced a new innovation called Extra Joss Tab in tablet form with trendy packaging. With Donation as an endorser and featuring Del Piper's signature on tube packaging, Extra Joss continues to evolve

and cater to customer preferences. Recognized as the leading brand in the energy drink market, Extra Joss received both the Indonesian Best Brand Award (BIBB) in 2003 and the Indonesian Customer Satisfaction Award (CICS) consecutively for three years. By consistently offering new programs like "Go Joss," involving dance activities across 100 cities in Indonesia, Extra Joss has solidified its position as a master of energy drinks by maintaining its brand image and positioning among consumers.The significance of a robust brand identity in distinguishing a product from competitors is emphasized. To build an effective brand, establishing a strong connection with potential consumers is crucial. This can be achieved by delivering a recognizable, simple message that evokes an emotional response from the target audience.